Study Of "Jinan The City Of Spring" Tourism Destination Brand Online Marketing

With the fast development of society and technology, tourism industry has come to a new era of mass tourism. Global tourism in the fierce competition have taken measures to ensure that the tourism market share. Establish the brand combine with more channels of tourism marketing more and more, new media is playing an important role.The government is the main body of tourism marketing, and then spread it to outside. The network has become an dispensible part of people’s life, which is also an important way for us to know the new things. Before making the tourism plan, people always wants to view the evaluation from other travelers about the destination from the Internet, after that they can make their travel tips. Tourism travel marketing has become more important at the background of Internet.At present, the research about the development of the tourism destination brand, the government department tourism marketing and the tourists’ cognition matching degree is basically in the blank field. Based on the 2 main research target with ’Jinan The City of Springs’ as a case study.In this paper, we compare the official network publicity materials of Jinan The City of Springs Tourism destination branding with the net-evaluation of the tourist through the theory of documentary method and Content analysis to reflect the matching- relationship between the two parts; at the same time use quantitative analysis and qualitative analysis assisting with the expert interviews and field survey, according to the theory of Voice Brand to come to with the status of’Jinan The City of Springs’ tourism destination and promotion recommendations."Brand Voice" is a theory of the communication, in this paper, we combine the theory and the life cycle theory to the field of tourism destination marketing brand, and made three assumptions, which can be described as a bright spot and innovation of this article.Comparative analysis of the tourism image of Jinan government propaganda ’Jinan The City of Springs’ tourist destination brand and tourists perception to although can not be achieved exactly the same, but also conforms to the basic and judge ’Jinan The City of Springs’ tourist destination brand has not yet reached the mature stage.’Spring’ is the main body of the Jinan tourism image which is recognized by the government and tourists. From the evaluation of site visitors, many tourists of tourism in Jinan ’Darning Lake’ has got the most evaluation, and the best evaluation; the number of ’Xia yuhe’ in the evaluation was more than others, and the relationship between the Jinan tourism behave looked close.The study also found that the current Jinan tourism industry has single product, travel agency website construction is not perfect and site evaluation with a negative impact on the expansion and other issues. Aiming at the problems found from the enhanced awareness of crisis management, to create a good community relations, to take a variety of marketing, creating multiple product, increases the personnel training efforts, to maintain the good ecological environment, using the network hot spots and other aspects of the proposal and the countermeasure.