The Matrix Strategy Of Network Attention Heat On The Promotio Of Tourism Marketing Research

In recent years,with the Internet in China's various regions of the wide range of popular,the rapid development of tourism industry,Internet technology in the tourism industry has been widely used.As an important platform for information dissemination,the Internet,many tourism operators,tourism enterprises and even tourism authorities in different regions have made use of their travel information to disseminate important tourist information.Relying on the Internet for information technology aspects of social behavior research,we can find that the Internet of information flow and social reality behavior has some level of relationship.Network information flow has a guiding effect on social behavior decision-making,and has precursory effect on social behavior,among which social behavior includes Tourist behavior.Google and Baidu in accordance with the different users of the keyword attention were introduced Google search analysis and Baidu Index function to Web search and news search based on the massive free analysis of service data to reflect the various keywords in a certain period of time Within the attention.In this paper,we construct the network concerned thermalmatrix by using Boston matrix analysis method,and analyze the spatial and temporal characteristics of attention in a region in four quadrants.Based on this,the paper selected the Changsha,Jishou,Langshan and Yueyang buildings as the research object,constructed their own network concerned thermal matrix,and analyzed the characteristics of each matrix,and put forward the corresponding tourism marketing promotion strategy,At the same time contact the various tourism management departments,access to the distribution of major tourists around the discovery and consistent with the characteristics of the matrix presented..(1)This study first introduced the index of network concern heat,then determine the spatial index and time index,and then determine the critical value of horizontal and vertical coordinates,on the basis of the initial construction of network matrix.By selecting Changsha attention heat,Jishou,Lang Mountain,Yueyang Tower,the matrix hypothesis verification analysis,finally construct tourism destination(Scenic)network attention heat related matrix matrix model.The abscissa ordinate is concerned about the heat network,network attention to heat the growth rate of growth by the network and network attention to heat the attention heat rateof different divided into four quadrants.It puts forward four corresponding marketing strategy,were issued Show type,maintenance,adjustment type,type selection.Through case analysis,confirmed the preliminary construction of the network attention heat matrix is reasonable,the establishment of the basic agreement with the actual tourism statistical data,it can provide a reference for the development of the tourism marketing strategy.(2)Network concerns the different quadrant of the heat matrix has a different marketing strategy.First,the "maintenance" is the network concerned about the heat and the network concerned about the heat growth rate of double high,the region's marketing strategy does not need to significantly expand the promotion channels,can save manpower,material and financial resources to allow the potential tourism market to adjust and keep the heat Activity;second,"development" is a high degree of concern about the growth rate,low attention,marketing strategy can be taken to improve the visibility,targeted to increase publicity efforts;third,"selective" network focus on heat growth Rates and network concerns are at a low critical value,and the rationality of resource allocation must be taken into account when developing apromotion strategy.Fourth,the "adjustment" of the network concerned about the heat growth rate is low,but the network is concerned about the high heat in such areas to take a variety of publicity and promotion methods,appropriate to meet the local customs and preferences,targeted custom promotion Strategy,in addition to product extension,integration of advantages of tourism resources,the development of new tourism products.