The Research Of Theory And Mode About Tourism Event Marketing Under The Background Of Attention Economy

In the 21st century, many industries including tourism industry have already entered the era of attention economy,under this background,tourists'attention has become precious resources,how to gather tourists'attention so as to maximize the role of it become one of the most important subject in tourism industry. Traditional tourism marketing is lack of gathering tourists'attention but tourism event marketing can do it.Tourism event marketing is a good way to deal with competition under the background of new tourism industry.However,in practice,many tourism enterprises travel the wrong use of it,that led to many problems.So,it is necessary to analyse the research progress,essential characteristics, relevant effects, modes of operation and implementation process of tourism event marketing.The text proposed the necessity of tourism marketing innovation uder the background of attention economy,and than analysed the evolution of it's theory and practice.Meanwhile, proposed the concept of tourism event marketing on the basic of relevant research;Then,the text analysed the the effects of tourism event marketing whict proved theimportance of it,but the problem still exists; Chapter IV attempted to establish the mode of tourism event marketing under the background of attention economy and describe the specific operation of the model,that is:Determining the objective of tourism event marketing,positioning the marketing event, speculing events by the media, strengthening the brand image of tourism enterprises,controlling of the process; Chapter V presented the case of the Australian Great Barrier Reef; The final chapter further summarized the views of this text, and proposed the inadequacy of the it.