| This paper regards basic theory of attention economy as guide, probes the concrete applications of the theory in tourism industry. On the basis of collecting materials extensively, combining actual investigation and the understandings of individual, this paper proposes three major means of attention marketing of tourism and summarizes relevant laws, Offers the reference in theory and practice for modern tourism marketing. The paper divides into six parts:l.The introduction consists of four parts: selected title background, domestic and international research development, thesis frame and technological means and study meaning .on the base of clearing the study value of attention marketing of tourism and domestic and international academic achievement, the author analyses technical route which combines theory and practice together with help from economics, marketing, market study, tourism study, sociology etc, and lay much emphasis on the importance of practice and theory meaning of the paper.2.The theory support of Attention marketing ideas includes five parts: genesis and develop current situation, attention economy relevant concept and relation, the essences of attention economy, marketing innovate by attention economy, tourism marketing under the attention economy environment, whose main contents is to elucidate theoretical basis of this thesis. Proceeding with formulation of attention economy, the author puts forward the relevant concept and essential characteristics; Expounds the innovations of theories, modes and means in attention marketing, and makes clear the meaning of attention economy to tourism marketing, proposes the three major means and relations of tourism attention marketing and the problems should pay attention to.3.Scalping tourism focus is the shortcut to catch mass attention and the most effective means of tourism attention marketing. This part Sums up the function of media scalp and the forming of tourism hot spot firstly, secondly, Points out the necessity of building tourism hot spot and four major principles of news scalp that should be grasped: strength, opportunity, appropriate and guides, summarizes the eight major methods of scalping tourism hot spots. Lastly, analyses the problems that should deal with when scalping tourism hot spot and the pros and cons relations of several scalp methods.4.Broadcasting tourism advertisement is the heavy means of attention marketing. It is purchasing attention to the goal crowd purposely. This part introduces the current situation and issues of tourismadvertisement of our country, analyses the basic principles of tourism advertising marketing; partly originally and; In advertisement effect analysis and judging of focusing mass attention analyses contributions to the causing masses' attention of media. By the form of market questionnaire investigation draws to some laws of concerning media in Jinan and popularizing schemes of media in Japanese which is our main guest country; At last determines and appraises the advertising result by the methods of selling achievement determining and gain-lose equalization point.5.Holding tourism festival is the great aspect worth buying of igniting masses' attention. This part includes tourism festival knowing, tourism festival current situation and mechanism analyze, marketing result appraisal of tourism festival. Introduces concept, composition key element, effect of linking of tourism festival, Analyses the development current situation, development trend, form mechanism and the developing ways of tourism festival marketing, Affirms the functions of tourism festival marketing in absorbing masses' attention, Summarizes some laws in effecting range, holding time, content change, result extend and economic benefits, on the basis of appraising the marketing result of tourism festival, for the reference of tourism festival marketing.6.Because of the above-mentioned achievements in research, the author draws the relevant conclusion, Points out the essence of tourism attention marketing is to abs...
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