City Tourism Image Promotion In New Media Era

With the rise of tourism, city tourism image become a key factor in attracting tourists, and it is also a significant city icon, especially for potential tourists. City tourism image promotion is not only the main way for tourists to seeing and learning about the city tourism, but also the decisive factor that affects tourists to make travel decisions. With the development of digital technology, information distribution channels increasingly diverse, interaction has become the important characteristic of new media era. Through the study of city tourism image, found that the research on the city tourism image promotion is less than on city tourism image positioning and planning, and rarely from the angle of new media promotion to discuss the present situation of Shanghai tourism image.In view of this, this article used content analysis, combined with various related theories, including mass-communication, city marketing and other related disciplines. The research objective is "Le tour Shanghai", which are official tourism weibo of Shanghai, and this article mostly constitute by information release analysis, fan characteristics analysis and interaction analysis. The samples for analysis were selected within 12-month period (July 2013--June 2014),1856 weibo postings were randomly selected from 10 days of each month. The data entry and coding took two months from July 2014 to September 2014 with the assistance of the professional data analysis software.According to the analysis, draw the following conclusions. Firstly, the de-centralization characteristic of The Shanghai tourism official weibo "Le tour Shanghai" is not obvious. In the grid topology and the Internet environment, "Le tour Shanghai" has absolute power in controlling the content of the postings:most fans just passively receive the content. In addition, "Le tour Shanghai" rarely responds to In terms of questions and comments from few fans. Secondly, there is a lack of interactive features in Shanghai tourism official weibo "Le tour Shanghai". The number of people who forward the postings from "Le tour Shanghai" is much more than the ones who comment, which indicates people consider it as an information release platform rather than a place to share information and emotions. Thirdly, the completeness of Shanghai tourism official weibo "Le tour Shanghai" integrated marketing practice is low.