The Xinjiang Tourism IWOM Marketing Strategy Study Based On Social Media

With the Internet developed into the web2.0era, it has become the main placefor people to express and communicate. The traditional sense of the word-of-mouthmarketing have been given a new content, and reputation increasing impact onconsumers. On the one hand, more and more consumers use the network to providepersonal evaluation and experience information that about the product, on the otherhand, more and more consumers through search engines or the virtual community toview other consumers provided product reviews. In such a case, how to utilize thepower of IWOM become the focus of attention of domestic and internationalmarketers who want to improve the marketing effectiveness.Social media which is developed because the development of Internet, is themain carrier of the carrying consumer-generated content. It can give a more precisedirection for the network marketing activities if they put the IWOM research based onthat. Tourism as one of the services sector, the intangibility of its products makes themarketing activities more difficulty. Word of mouth just a breakthrough to solve theseproblems. Today, the development of network technology and applications provide abroader and efficient platform for the travel word-of-mouth marketing. Consideringthis background, we reaserched on IWOM marketing and put it based on the socialmedia study.First, we make a Literature review for the IWOM and IWOM marketing. Thenwith depth study of consumer behavior and the IWOM impact mechanism, we putforward the research model for this paper and expand the empirical research. Finally,we put forward the marketing strategy for Xinjiang tourism by combing the results ofthe data analysis with the5T model.Generally, on the basis of theoretical analysis and empirical study we reached thefollowing main conclusions:1、It is necessary to put IWOM marketing research based on the study of the social media, This is conducive to achieve precision marketing, can fully exploit thesocial role of the media.2、Xinjiang Tourism IWOM mainly distributed in Baidu travel, Zhidao, Post Bar,blog, microblogging and other social media with distinct characteristics. At the sametime, Tourists show different levels in consumer involvement, professional level andperceived risk. These analyzes data provide a basis for marketing strategy proposed.3、We propose Xinjiang tourism Travel IWOM strategy as follows: Tap the"opinion leaders" to build word of mouth network; Well-made topic to create buzz;Consider the Media features to Select the appropriate tools; Actively participate ininteractive to defuse the negative IWOM;Strengthen the tracking feedback to insightthe Tourists demands.