互联网视域下兰州市旅游景区营销现状及对策探讨  

Analysis of Marketing Status and Countermeasures of Lanzhou TouristAttractions From the Internet Perspective

作　　者：汪亚飞 韩永林 Wang Yafei;Han Yonglin(School of Business and Media,Lanzhou University of Finance and Economics,Lanzhou 730000,Gansu,China;College of Art,Lanzhou University of Finance and Economics,Lanzhou 730000,Gansu,China)

机构地区：[1]兰州财经大学商务传媒学院,甘肃兰州730000 [2]兰州财经大学艺术学院,甘肃兰州730000

出　　处：《绿色科技》2024年第3期210-214,228,共6页Journal of Green Science and Technology

摘　　要：随着互联网的快速发展,传统的营销方式已经不能满足旅游景区发展的需求。基于网络数据调查分析并结合问卷调查,对兰州市旅游景区在各大旅游平台及“微信”“微博”“抖音”等社交媒体平台的营销现状进行详细分析,发现兰州市旅游景区存在旅游营销的理念淡薄、网络传播重视不足等问题,并根据调查结果提出了提升网络营销意识,通过培训和教育,提高景区工作人员对网络营销的认识和重视程度;创新旅游平台营销体系。在网络平台如微博,建立多渠道、多形式的营销体系、制定具体的网络平台应用方案,包括内容策划、发布频率、互动方式等方面的解决措施,以期为其他景区的营销提供参考,更好地为实现景区营销目标,提升旅游景区效果擎画蓝图。With the rapid development of the Internet in recent years,traditional marketing methods have been unable to meet the needs of the development of tourist attractions.Based on network data survey and questionnaire survey,this paper makes a detailed analysis of the marketing status quo of Lanzhou's tourist attractions on major tourism platforms and social media platforms such as Wechat,Weibo and Tik Tok.It finds that Lanzhou's tourist attractions have problems such as weak tourism marketing concepts and insufficient attention to network communication.According to the survey results,it is proposed to enhance the awareness of network marketing,improve the awareness and attention of scenic spot staff to network marketing through training and education,and innovate the tourism platform marketing system.In the network platform such as Weibo,the multi-channel,multi-form marketing system,the development of specific network platform application solutions are established,including content planning,release frequency,interactive methods and other aspects of the solution in order to provide a reference for the marketing of other scenic spots,which better achieves the marketing objectives of scenic spots and improves the effect of tourism scenic blueprint.

关 键 词：旅游景区 OTA旅游平台 营销策略 

分 类 号：F590.1[经济管理—旅游管理]