A Research On The New Media Integrated Marketing Communications Of Tourism Destination

Tourism destination marketing has become an important way for the tourism destinations to achieve competitive advantages. In the whole tourism destination marketing systems, marketing communication is the marketing mix element which DMOs can greatly exert their influence. The tourism developed countries have been attaching importance on marketing communication, which is the crucial and necessary choice for the tourism destinations to survive and develop in the fierce competition. With the reform and development of information technology, the new media represented by the Internet and Mobile Internet strongly rises. The new media has brought changes to people’s life and various industries including tourism industry in the world. Compared with the rapid development of the practice, relevant theoretical has lagged far behind. It is needed to summarize the rules and patterns from the theoretical height, strengthen the prospective study, put forward the feasible implementation plan, so as to guide the practice.This research is the trans-discipline applied study which involving a variety of economics, communication, psychology, sociology and information technology and related disciplines. The research is divided into three parts. The introduction part of the paper presents the research background and significance, clarifies the research methods and framework. The second part is the main body of the research, launches the research from the theory and application study. By reviewing the current research about the integrated marketing communications and tourism destination marketing, on the basis of defining the concept of tourism destination and destination marketing, the new media and new media marketing, returning to the ontological concept, this research defines the concept of new media integrated marketing communications of tourism destination in order to provide a conceptual support for subsequent researches in this field. On the background of new media, it analyses and classifies the main form of new media marketing and develops the questionnaire investigation of destination marketing organization. Analyses and evaluates the application in the tourism destination new media marketing communication. Distinguishing the tourism marketing information and the tourist generated information, the article studies the information of tourist destination marketing communication. Then the article studies the characteristics and behaviors of tourists and puts forward the model of three-stage tourist behavior under the new media environment. At last the research builds a model of new media integrated marketing communications of tourism destination. In the application part, the article takes Tianjin as a case. It analyzes practical problems and puts forward the design scheme of tourism destination new media integrated marketing communications. In the third part, the paper concludes the whole research and the innovation points, points out the limitations and suggestions for the future research.The research mainly adopts qualitative approaches including literature review, realistic observation, inductive and deductive research, and case study, combining theory with practice.The innovation point of this research:Firstly, it put forward and define the concept of new media integrated marketing communications of tourism destination. Secondly, it deconstructs the tourist behavior under the new media environment and puts forward the model of three-stage tourist behavior. Thirdly, builds a model of new media integrated marketing communications of tourism destination.The shortcomings of this paper lies in:Firstly, there is no overall and complete case of the thoughts and ideas on marketing communication of the new media put into practice, so this research lack of overall verification on the reasonability of the new marketing model, the practical value and operating nature of practice need to be researched and improved; Secondly, the performance measurement on the social media is an universal problem that has not been solved. This study presents only reference measurement method for large data from the idea, but failed to form a system of performance measurement index system.Looking forward to continue exploring the related theory and accumulating the practice in the future studies. Hoping to innovate and perfect the research on tourism destination marketing.