Study On New Media Marketing Of Tourism In Yichun City

With the advent of new era of networks and the decentralization of tourists,a higher request to the service and management of tourism destination is put forward,technological innovation,channel innovation and changes in the habits of the audience,making the new media and marketing tools into the public view.As the tourist market competition heats up,the traditional marketing has been difficult to seize market share.Yichun is one of the most important tourist destinations in Jiangxi Province.Its traditional tourism marketing enjoys a high reputation in Jiangxi province,but the new media marketing was just at an initial stage.Therefore,based on the analysis of Yichun tourism marketing environment ?tourism promotion and the existing new media marketing.It proposed to further strengthen and optimize the tourism new media marketing programs and measures.In order to promote the sustainable development of tourism industry in Yichun.In this paper,in part 1,the research carries out on the basis of previous.it relates literature and books to sort out and analyzes the tourism destination of new media marketing.It summarizes the domestic and international research results.In part 2,it defines the concepts involved in this paper and establishes the STP theory,integrated marketing theory as the core of theoretical basis.In part 3,through the study of tourism marketing environment,tourism marketing,tourism promotion methods and results to analyze the background of new media marketing in Yichun Tourism,using the method of text analysis,field observation,comparative analysis,SWOT analysis,STP analysis and other methods of investigation and analysis to evaluate the current situation of Yichun tourism new media marketing.Come to the conclusion that Yichun tourism new media marketing is still in its infancy.Because the destination on the official website,electric business platform,the App,the application of the new media such as micro platform and other new media applications have not yet specialized,normalized.Resulting in the new media marketing can not significantly improve the destination brand image.Finally in part 4,the paper puts forward thatYichun tourism authorities should strengthen and optimize the new media marketing.Strengthening new media marketing is the need to overcome the lack of funding for tourism marketing and to enhance tourism marketing performance.In the future,Yichun tourism new media marketing should be based on the principle of“combining old and new,precision marketing,full participation& full coverage,borrowing potential and content is the key”,in order to realize the Yichun tourism image transmission and sales targets.The optimization scheme of Yichun tourism new media marketing mainly includes four aspects: Official website redesign,the selection and application of e-commerce platform,redesign and extension of APP,micro-platform application innovation.In order to realize the strengthening and optimization of the new media marketing of Tourism,Yichun tourism authorities must do a good job in the new media marketing of human resource,organizational,institutional and financial security.