【摘要】：互聯(lián)網(wǎng)時(shí)代的現(xiàn)代旅游業(yè)正邁向數(shù)字化、信息化、智能化�？茖W(xué)技術(shù)的應(yīng)用以及智慧景區(qū)的建設(shè)都對(duì)旅游景區(qū)的營(yíng)銷提出了新的要求,景區(qū)營(yíng)銷也相應(yīng)的從傳統(tǒng)媒體營(yíng)銷轉(zhuǎn)向互聯(lián)網(wǎng)時(shí)代的新媒體營(yíng)銷。本文以三清山景區(qū)為案例地,運(yùn)用問卷調(diào)查法和訪談法對(duì)互聯(lián)網(wǎng)時(shí)代背景下的景區(qū)旅游新媒體營(yíng)銷策略進(jìn)行研究。研究結(jié)果表明:(1)新媒體營(yíng)銷有方式柔和、范圍廣泛、個(gè)性互動(dòng)、過程簡(jiǎn)單、成本低廉的優(yōu)勢(shì)。景區(qū)營(yíng)銷從傳統(tǒng)媒體營(yíng)銷轉(zhuǎn)向互聯(lián)網(wǎng)新媒體營(yíng)銷是適應(yīng)現(xiàn)代科技發(fā)展環(huán)境下旅游營(yíng)銷的客觀要求。(2)博客、微博、門戶網(wǎng)站、視頻網(wǎng)站、QQ空間、朋友圈空間、旅游微信的重要性高、傳播效果好,是三清山景區(qū)旅游新媒體營(yíng)銷的重要手段;電子雜志、搜索引擎、社交網(wǎng)站重要性不高、傳播效果不好,不適合成為三清山景區(qū)旅游新媒體營(yíng)銷的主要手段;網(wǎng)絡(luò)社區(qū)雖然重要性高,但效果不理想,是三清山景區(qū)旅游新媒體營(yíng)銷未來需要大力改進(jìn)的方面。(3)當(dāng)前三清山景區(qū)旅游新媒體營(yíng)銷存在的主要問題有:營(yíng)銷效率有待提高、新媒體營(yíng)銷深度和廣度有待拓展、新媒體營(yíng)銷內(nèi)容需進(jìn)一步深化、新媒體營(yíng)銷有機(jī)整合趨勢(shì)有待推進(jìn)、傳統(tǒng)營(yíng)銷與新媒體營(yíng)銷有待互利結(jié)合、新媒體營(yíng)銷方式需進(jìn)一步創(chuàng)新等。(4)提高新媒體營(yíng)銷效率、拓展新媒體營(yíng)銷深度和廣度、深化新媒體營(yíng)銷內(nèi)涵、推進(jìn)新媒體營(yíng)銷整合、完善新媒體營(yíng)銷平臺(tái)、借鑒新媒體營(yíng)銷方法是提升三清山景區(qū)旅游新媒體營(yíng)銷效果的優(yōu)化策略。
[Abstract]:Modern tourism in the Internet age is moving towards digitization, information and intelligence. The application of science and technology and the construction of intelligent scenic spots have put forward new requirements for the marketing of tourist attractions, and the marketing of scenic spots has correspondingly shifted from the traditional media marketing to the new media marketing in the Internet era. This paper takes Sanqing Mountain Scenic spot as a case study, using the method of questionnaire and interview to study the marketing strategy of tourist new media in scenic spot under the background of Internet era. The results show that: (1) New media marketing has the advantages of soft way, wide range, individual interaction, simple process and low cost. Scenic area marketing from traditional media marketing to Internet new media marketing is the objective requirement of tourism marketing in the environment of modern science and technology development. (2) blog, Weibo, portal, video site, QQ space, friends space, The importance of tourism WeChat is high, the effect of communication is good, is an important means of tourism new media marketing in Sanqingshan scenic spot; electronic magazines, search engines, social networking sites are not of great importance, and the communication effect is not good. It is not suitable to be the main means of marketing new tourist media in Sanqing Mountain Scenic spot. Although the importance of network community is high, the effect is not ideal. It is the aspect that the new media marketing of tourism in Sanqingshan scenic spot needs to be improved greatly in the future. (3) the main problems existing in the new media marketing of tourism in Sanqingshan scenic spot at present are: the marketing efficiency needs to be improved, the depth and breadth of the new media marketing need to be expanded, The content of new media marketing needs to be further deepened, the trend of organic integration of new media marketing needs to be promoted, the combination of traditional marketing and new media marketing needs to be mutually beneficial, and the new media marketing methods need to be further innovated. (4) improve the efficiency of new media marketing. To expand the depth and breadth of new media marketing, deepen the connotation of new media marketing, promote the integration of new media marketing, perfect the new media marketing platform, and learn from the new media marketing methods are the optimization strategies to improve the effect of new media marketing in Sanqingshan scenic spot.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F592.7;F274

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