Research On The Urban Tourism Destination Integrated Marketing Based On The New Media

With the progress of society,people's willingness to travel is continually growing,tourism demand gradually become rigid demand,the development of tourism industry was a development of blowout,many domestic regions are active in the development of tourism,the competition between tourism destinations is also increasingly fierce.Building brand and constructing the destination image are in the key period to many destinations.At the same time,the new wave of technology has spawned a new generation of new application platform,the new platform has gathered a large number of users,high viscosity and high frequency makes these non-traditional media have the powerful value of communication,provide a broad space for marketing innovation,new media marketing in the automotive industry,FMCG goods industry and IT industry and other fields have been applied mature.As the most important tourist destination,cities are more and more important to the development of regional tourism.However,In the application of new media marketing,urban tourism destination in China is still at the initial stage,just remain on information dissemination level,such as television,outdoor advertising,brochures issued,micro-blog,Wechat,the application degree of sensitivity in the new media channel is low.Under "Internet Era" background,effective tourism destination marketing strategy,innovative marketing mode and leveraging new media mode,which can help the urban tourism destination to achieve a breakthrough in the competition,has become more and more important.This paper focuses on the tourism destination marketing concepts and theories,expounds new media marketing environment,includes the changes of tourist and marketing models,and urban tourism marketing ways and problems mainly in the form of new media.At the same time,takes Los Angeles tourism marketing in China as an example,analyzes Los Angeles integrated marketing approaches in new media in China,summarizes the marketing practices and effect of tourism in Los Angeles.Finally based on integrated marketing communication theory and 4I principle,analyzes new media marketing experience of Los Angeles tourism,refine on our urban tourism destination new media integrated marketing communication strategies.