A Research On New Media Platform Marketing For Destination Which Based On Tourism Digital Foot

Tourism New Media Marketing is an important way for tourist destinations to develop local tourism.New media platform is the medium for tourist destination to make implementation of marketing promotion,which is formed due to the inequality on tourism information between tourism destination and tourists and the purpose of tourism destination better marketing and promotion.Tourism New Media Marketing is not only a key method for tourist destination to set up special tourism image in tourist psychology,but also the core content for tourist destination to carry out tourism activities.Whether the attention area of tourist destination is consistent with that of tourists,whether the tourism destination marketing strategies are proper and how to make marketing content of Tourism New Media Marketing match the travel information demands of tourists is one of the important problems for tourism organizations of the tourist destination partitions to solve urgently.After the analysis and research of tourism background and purpose,combining with the digital footprint of tourism and the current situation of New Media Marketing at home and abroad,we make definition of the digital footprint of tourism and the new media marketing.This paper argues that tourism digital footprint is that in order to achieve the goal of tourism activities,participants of tourism activities release,obtain and share travel information through information infrastructures such as the Internet?communication equipment ? Web of Things and so on,producing travel notes ?electronic trails,with orienting information?geographic labels and so on.The theoretical part of this paper lies in the study of marketing theory such as tourism preference,accurate transmission theory,relationship marketing,ethnic marketing and so on.Besides,on the basis of the marketing theory,combined with the web site development evaluation index system of e MICA tourism destination,this paper make specific research on micro marketing platform by using Weibo propagation index and the We Chat spread index.The empirical part of this article select the landscape city Xinyang as a case,use two dimensions of the degree of attention and the co-occurrence effect to explore the attention preferences and co-occurrence preferences between Xinyang official tourist destination partitions and visitors and make analysis of the differences of them in allusion to the official text and the content of Web-notes.It is shown that tourism marketing strategy of tourism destination partitions is biased.Namely,official highlight of tourism destination partitions is not preferred by tourists and tourists destination partitions favored by visitors are not mainly propagandized and constructed by the official.This paper put forward countermeasures and suggestions to the construction and management of New Media Marketing of Xinyang tourist destination,thus make tourism marketing and promotion,providing references for New Media Marketing Construction and the research of tourist attention of other tourist destination.In this paper,the conclusion part summarizes the research conclusion and innovation points of the article and points out the deficiency of the research and the future research direction.