Research On New Media Marketing Strategy Of Modern Festival Tourism

Started in nineteen eighties, the modern festival celebration activities in our nationhave been developing for30years. With the rapid development of market economy,our modern tourist industry on festival celebration has come into a highlycompetitive and thriving stage. For the particularity of modern festival celebrationtourism, marketing is determined as an inevitable way to achieve an outstandingbrand among numerous competitors. Marketing activity carries on with the help ofmedia, just as the revolutionary expansion on the traditional media, which newlyemerging media like twitter and blog have resulted in, the environment of mediadevelops and transits keeping up with the times, making it a new opportunity andchallenge for the development of modern festival celebration tourism, how to drivethe marketing and market developing activity, by utilizing the new media.At present, the researches on modern festival celebration tourism marketing arerelatively weak and in lack of systematic, most of them are based on actual cases.This paper mainly contains three parts, carrying out the research on modern festivaltourism marketing based on new media, through the application of multiple theoriesof communication, Marketing and Public Relations. etc.The first part is the basic theoretical research, mainly through the analysis of thecharacteristics of products in modern festival celebration tourism and thecharacteristics in new media marketing communication, proposes a new researchingdirection on brand developing. With the comparative analysis between thetraditional marketing modes and that using new media, this part sums up theadvantages of the latter marketing mode, giving backing to the value of theoreticalresearch.The second part is the empirical research. This part focuses on the in-depthanalysis and research of media marketing on modern holiday celebration tourism,summarizes the existing marketing models, and builds a new media marketingmodel combining the new media environment. For the practical application of new media marketing model on modern festival celebration tourism, based on theaudience, this paper builds an index system indicating the effectiveness of the newmedia marketing on modern festival celebration tourism. This part has also validatedthe new media marketing effectiveness in the2012Shanghai Tourism Festival, byusing the fuzzy hierarchy comprehensive evaluation method. Thus, the effectivenessand practicability of new media marketing mode on modern festival celebrationtourism is verified, which is in accordance with the theoretical concepts.The third part is the research on marketing strategy, by summarizing andanalyzing, this part proposes a concrete strategy for developing new mediamarketing that combines with times, the strategy is with certain foresight, thusguiding for practicing.