Study On Integrated Marketing Communication Of Tourist Area In The Context Of The Internet

In the context of today's popular public consumption,tourism has become a popular pastime,it is also an important part of everyday spending.At the same time,as the holidays rise and the workers' holiday benefits become more routine,people has more and more freedom and autonomy when they are palnning their travel itinerary.To attract more visitors and impress the tourist area's visibility,the communication of tourist area has played a growing role.In the traditional media age,the tourist area has already taken a certion approach,but because of the limitations of the technical background,there are fewer channels and the effect of communication was worse.The advent of the internet age,providing new ways to communicate and creating new ideas,but at the same time,it brings many challenges.So,the toutist areas needs to be viewed with a integrated marketing and re-examining the transmission process.Based on the intemet,re-enacting the strategy of tourist area's communication,to adapt to the challenges of the internet.Through researching by some relevant literature of tourist area's integrated marketing communication and the brand's integrated marketing communication in internet,this article analyses of the intension and role of tourist area brand's communication.After summarizing the traditional pattern of tourist area brand's communication in the traditional media age,this article combined with the internet background,used the idea of integrated marketing communication theories,inducted the transformation,opportunities and challenges internet bring for the tourist area's communication.Through an analysis of the ancient city of Tai'erzhuang,showing how the ancient city re-enacted its communicate strategy in the internet revolution.Finally,this article combines the internet's features,proposing the conclude——the tourist area brand communicate strategy path model,and how the tourist area to make its communicate strategy,providing advice for many tourist areas in our country.