Based On The Tourism Brand Of Social Media Marketing

With the rapid development of social media， it hasgradually plays a key role in our daily life. Social media，such asblogs，micro-blogs，social network and encyclopedia，providea place for users to create news. Moreover，a more fast，timelyand free way of searching information is created for users. It isobvious that，not only the way of obtaining information，but alsothe mode of information spreading are all significantly changedby social media. Thus，traditional marketing have been altered insome fronts. The bottleneck of traditional marketing has beenbroken by social media， which has high interactivity andparticipation. That is to say，users are more and more influencedby social media and while enterprises regard social media as anuseful tool to gain consumers’ awareness and needs.Due to the particularity of tourism industry，social mediamarketing plays an imperative role in building tourism brand.When tourists select tourism destination，social media is widelyutilized for gathering information. In this day and age，traditional word of mouth has been out of date. Internet word ofmouth，which is interactive and communicative，graduallybecome the main information source. Social media poses positive effects on the spreading of tourism brand，therefore，inincreasingly competitive tourism market， social mediamarketing is imperative for building well-known tourism brand.It is worth mention that，social media marketing is both chanceand challenge for tourism destination marketing.Based on western scholars’ research for social mediamarketing and the development of social media marketing inChina，the study finds that the establishment and spreading oftourism brand is influenced by social media. In this research，thebehaviors of tourists and officials in social media will be treatedas research subjects. According to the analysis of thepropagation mode of social media marketing，the propagationstrategy of brand，tourists habits of receiving message，thepropagation strategy of companies and government，the effect ofsocial media marketing for tourism brand will be demonstrated.In the meanwhile，questionnaire and interview will be used toanalysis the propagation strategy and effects of “FriendlyShandong”in social media.This essay is divided into five chapters. The first chaptermainly analyzes the propagation modal of social media and newrules and development of social media marketing. The lastchapter focuses on social media marketing for tourism destination，which includes the growing trend of social mediamarketing and a break out to tourist brand. This studyconcentrates on the second，third and fourth chapters，takingFriendly Shandong as an example，researching social media’sinfluence for tourist brand spreading and the use of tourist brandin social media marketing. In this part，questionnaire and deepinterview will be used thereby analyzing customers’ habits ofreceiving tourist message and the status of the government usesocial media for branding. The effects of social media for touristawareness and actual purchase behaviors will be explored andthen the chance the challenge of social media for touristdestination will be analyzed.Innovations in this paper：first it combines the new mode ofsocial media marketing for brand and communication theory，and then resolving the influence of social media for users’behaviors of searching and receiving tourist message.Moreover，Friendly Shandong will be treated as an example，based on the analysis of the effect of social media for touristdestination，useful suggestion and research prospects will beproposed for social media used for tourist brand.