Study On Tourism Network Marketing Of Wuzhizhou Island

Modern tourists are becoming "new tourists" who pursue personalized travel patterns,are no longer satisfied with sightseeing, hope to get more unique experience, enjoy enter-tainment and leisure and hope to get cultivated and refined. Meanwhile, the development of information technology also makes ways and ideas of tourism marketing change. Net-work communication becomes tourists' preferred travel reference means and an instrument most conforming to tourist attractions' marketing. Among them, site construction of tourist attractions can greatly enhance the network marketing capacity of tourism scenic spots,open up wider markets and bring greater business opportunities to tourist attractions.Sanya Wuzhizhou Island Scenic Spot has enjoyed a high reputation both at home and abroad and achieved good economic and social benefits. Its unique resource conditions and the special location advantages are irreplaceable in China and even Southeast Asia. Sanya Wuzhizhou Island Scenic Spot has become a tourism island with the most development potential in Hainan. Facing the marketing concept changes under new situation, it is wor-thy of in-depth analysis on how Wuzhizhou Island has transformed marketing strategies to adapt to market demand and created a tourism platform with its characteristics, which can also help provide reference for the development of other scenic spots.First of all, the paper sums up literature related to tourism network marketing and summarizes scholars' researches on the advantages, disadvantages, forms, strategies etc. of network marketing. Secondly, it analyzes the background of the network marketing in Wuzhizhou Island Scenic Spot, Sanya, introduces the traditional marketing methods of the scenic spot and proposes the necessity for Wuzhizhou Island to carry out network market-ing from aspects such as opportunities, challenges, trend etc. Thirdly, the paper introduces several methods of Wuzhizhou Island to carry out the network marketing, including ways of promotions such as official website of the scenic spot, resource cooperation, search en-gine, online community etc. and highlights the advantages and characteristics of the web-site of Wuzhizhou Island Scenic Spot by comparing it with the website platform of West Island Scenic Spot. Fourthly, the paper analyzes measures taken by Wuzhizhou Island in reserve of talents and security assurance, and proves the effectiveness of network market-ing by analyzing data like tourism consumption, visitor volume etc. The fifth chapter re-veals problems of Wuzhizhou Island in carrying out network marketing, including low in-ternationalization level of the website, inadequate interaction with tourists, insufficient promotion etc., and comes up with specific solutions to the problems to better accord with the development trend of modern tourism. With the constant growth of people's concept to independently participate in tourism activities, tourism scenic spots must realize the huge function of network marketing on scenic marketing, construct network marketing strategies based on their practical situations, enhance their innovative abilities, and realize win-win cooperation and mutual benefits between strong enterprises so as to maintain great mar-keting performance. The author hopes that the paper can provide practical guidance and help to the operation of network marketing of other scenic spot.