本文選題：旅游景區(qū) + 社會(huì)化媒體�。� 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：隨著社會(huì)化媒體的興起,人們的旅行行為發(fā)生了巨大變化。行前通過(guò)微博、微信、QQ、人人、貼吧等社會(huì)化媒體收集旅行所需資料和資源,回來(lái)后又通過(guò)社會(huì)化媒體分享旅游體驗(yàn)或攻略經(jīng)驗(yàn),成為旅游愛(ài)好者的一種時(shí)尚旅游模式。本文以旅游消費(fèi)者的社會(huì)化需求為切入點(diǎn),以國(guó)內(nèi)旅游景區(qū)作為研究對(duì)象,從旅游景區(qū)社會(huì)化媒體營(yíng)銷概念、消費(fèi)者的旅游動(dòng)機(jī)及其社會(huì)化媒體的使用、旅游景區(qū)社會(huì)化媒體營(yíng)銷現(xiàn)狀等幾個(gè)方面進(jìn)行研究。在問(wèn)卷和訪談?wù){(diào)查的基礎(chǔ)上剖析旅游景區(qū)社會(huì)化媒體營(yíng)銷現(xiàn)存的幾個(gè)問(wèn)題,并對(duì)問(wèn)題出現(xiàn)的原因進(jìn)行進(jìn)一步探究,并最終提出解決的建議和策略。本文通過(guò)對(duì)旅游消費(fèi)者和旅游景區(qū)社會(huì)化媒體營(yíng)銷的調(diào)查,初步掌握旅游消費(fèi)者的需求動(dòng)機(jī)、社交動(dòng)機(jī)以及非理性動(dòng)機(jī),旅游消費(fèi)者的社會(huì)化媒體使用情況以及旅游景區(qū)社會(huì)化媒體營(yíng)銷對(duì)消費(fèi)者決策的影響程度;從消費(fèi)者的旅游動(dòng)機(jī)分析、消費(fèi)者對(duì)社會(huì)化媒體的依賴程度以及旅游景區(qū)社會(huì)化媒體營(yíng)銷對(duì)消費(fèi)者決策的影響三個(gè)方面,證實(shí)了旅游景區(qū)使用社會(huì)化媒體營(yíng)銷手段的優(yōu)勢(shì)及其必要性。在對(duì)旅游景區(qū)的社會(huì)化媒體營(yíng)銷情況研究的基礎(chǔ)上,發(fā)現(xiàn)了諸多可能導(dǎo)致?tīng)I(yíng)銷效果減弱的問(wèn)題,基于此,本文從旅游景區(qū)運(yùn)營(yíng)者對(duì)于整合營(yíng)銷傳播、內(nèi)容質(zhì)量、與消費(fèi)者之間的聯(lián)系以及更新技術(shù)等幾個(gè)方面的態(tài)度入手,總結(jié)出引發(fā)旅游景區(qū)社會(huì)化媒體營(yíng)銷問(wèn)題的多個(gè)原因。最后,結(jié)合消費(fèi)者的需要、動(dòng)機(jī)以及社會(huì)化媒體使用情況,針對(duì)引發(fā)旅游景區(qū)社會(huì)化媒體營(yíng)銷問(wèn)題的原因,從增強(qiáng)旅游景區(qū)社會(huì)化媒體營(yíng)銷對(duì)消費(fèi)者的影響力出發(fā),提出以下幾點(diǎn)策略性建議:一是利用智慧旅游理念整合營(yíng)銷傳播,主要從社會(huì)化、本地化、移動(dòng)化三者結(jié)合的傳播趨勢(shì)、融入多屏互通的傳播形式以及精準(zhǔn)化的整合投放三個(gè)方面進(jìn)行闡述;二是提升營(yíng)銷內(nèi)容質(zhì)量,利用互聯(lián)網(wǎng)思維改進(jìn)營(yíng)銷內(nèi)容的表達(dá)途徑及其創(chuàng)作質(zhì)量,并針對(duì)消費(fèi)者的反饋情況不斷進(jìn)行調(diào)整;三是強(qiáng)化景區(qū)與消費(fèi)者的“關(guān)系”,以用戶為核心,從線上到線下,通過(guò)社會(huì)化營(yíng)銷增強(qiáng)景區(qū)與消費(fèi)者之間的聯(lián)系;四是增強(qiáng)信息技術(shù)開(kāi)發(fā)投入力度,景區(qū)運(yùn)營(yíng)者需要重視飛速發(fā)展的地理信息系統(tǒng)、互聯(lián)技術(shù)以及增強(qiáng)現(xiàn)實(shí)技術(shù),同時(shí)加大數(shù)據(jù)挖掘力度,在技術(shù)上保障整合營(yíng)銷傳播的系統(tǒng)性、內(nèi)容呈現(xiàn)的適配性和傳授關(guān)系的適度性。
[Abstract]:With the rise of social media, people's travel behavior has changed dramatically.Before the trip through Weibo, WeChat QQQ, everyone, bar and other social media to collect travel information and resources, and back through social media to share travel experience or experience, become a fashion tourism model for tourism lovers.This article regards the social demand of tourism consumers as the breakthrough point, takes the domestic tourism scenic spots as the research object, from the tourism scenic spots social media marketing concept, consumer's travel motivation and the use of social media,This paper studies the current situation of social media marketing in tourist attractions.On the basis of questionnaire and interview investigation, this paper analyzes the existing problems in the marketing of social media in tourist scenic spots, and further explores the causes of the problems, and finally puts forward some suggestions and strategies to solve the problems.Through the investigation of tourism consumers and social media marketing of tourist attractions, this paper preliminarily grasps the demand motivation, social motivation and irrational motivation of tourist consumers.The use of social media of tourism consumers and the impact of social media marketing in tourist attractions on consumer decision-making;The degree of consumer dependence on social media and the influence of social media marketing in tourist attractions on consumers' decision-making confirm the advantages and necessity of using social media marketing in tourist attractions.On the basis of the research on the social media marketing of tourist attractions, this paper finds many problems that may lead to the weakening of marketing effect. Based on this, this paper analyzes the content quality of integrated marketing communication from the operators of tourist attractions.Starting with the relationship with consumers and the attitude of updating technology, this paper summarizes the causes of social media marketing problems in tourist attractions.Finally, according to the needs of consumers, motivation and the use of social media, in view of the causes of social media marketing problems in tourist attractions, from enhancing the impact of social media marketing on consumers,Some strategic suggestions are put forward as follows: first, the use of intelligent tourism ideas to integrate marketing and communication, mainly from the socialization, localization and mobility of the three communication trends,The communication form of multi-screen intercommunication and the integration and delivery of precision are expounded in three aspects: second, to improve the quality of marketing content, and to improve the expression way and creative quality of marketing content by using Internet thinking.The third is to strengthen the "relationship" between scenic spots and consumers, take the user as the core, from online to offline, through social marketing to enhance the relationship between scenic spots and consumers;The fourth is to strengthen the investment in the development of information technology. Scenic area operators need to attach importance to the rapid development of geographic information systems, interconnection technology and augmented reality technology. At the same time, they should increase the intensity of data mining, and technically guarantee the systematization of integrated marketing and communication.The adaptation of the content and the appropriateness of the teaching relationship.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206-F

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