| With the advent of the Internet age,the influence of the Internet on people's lives is increasing.The corresponding marketing methods of scenic spots have also undergone tremendous changes.Internet marketing has become an important tourism marketing mode for scenic spots.This article takes the Lushan Mountain,Longhushan Mountain and Sanqing Mountain as typical cases.Through the Baidu Index,we have obtained data on the network attention of Lushan Mountain,Longhushan Mountain and Sanqing Mountain in 34 provinces(cities,districts)from 2014 to 2016,and the comparative analysis and quantitative research methods were used to explore the characteristics of the network attention of mountain-type scenic spots.On this basis,the tourism marketing promotion strategies of Lushan Mountain,Longhushan Mountain and Sanqing Mountain were proposed.The main conclusions of the present thesis are as follows:(1)The regions where the 34 provinces(cities/districts)in the country have a high network attention to Lushan Mountain,Longhushan Mountain and Sanqing Mountain can be divided into four typical situations: The areas with high levels of social-economic development?network development and large population bases have correspondingly high levels of network attention.Such areas include Beijing,Shanghai,and Tianjin;the areas with high levels of social-economic development?network development and high resident populations also have high levels of network attention.Guangdong,Jiangsu,and Zhejiang all show this feature;areas with obvious geographical advantages,such as close proximity to Jiangxi Province and convenient access,have also high levels of network attention.Such areas include Jiangxi,Hubei,Hunan and other places;thanks to the faster pace of network development,the level of network attention of such areas is also higher.(2)From an overall point view,from 2014 to 2016,the network attention of the 34 provinces(cities/districts)in the country to Sanqing Mountain scenic spot has been continuously increasing.Then network attention on Lushan Mountain scenic spot and Longhu Mountain scenic spot has not increased significantly.(3)The degree of network attention in Lushan Mountain,Longhushan Mountain and Sanqing Mountainscenic spot is mainly affected by the degree of social and economic development,the level and speed of network technology,the number of permanent residents in the region,the spatial distance from the scenic spot,local popularity,and whether there is the same characteristics of the scenic spot and other factors.(4)The “four-quadrant matrices” of network attention inscenic areas of Lushan Mountain,Longhushan Mountain and Sanqing Mountain were established,and four types of scenic tourism of marketing promotion strategy were introduced: “enhanced”,“developmental”,“selective” and “corrective”.Among them,for “enhanced” regions,the three major scenic spots need to greatly expand the marketing channels of scenic spots,increase the intensity of online promotion,and simultaneously link the tourism resources in the area to create a tourism collection to attract more tourists;for larger "developmental" regions,the three major scenic spots should be targeted to increase publicity and promotion efforts;for a “selective” region with a large potential for development,the tourism marketing strategies for the three major scenic spots need to consider the rationality of resource allocation.;the “correction” areas are weak,and the three major scenic spots should be based on local conditions to develop a variety of tourism marketing strategies in line with the actual situation of the local.In this thesis,the new perspective of network attention is taken as the basis of the scenic marketing research.It discusses the promotion and marketing strategies of mountain-type scenic spots,enriches the research achievements in the area of marketing and promotion,and provided the basis for the optimization and adjustment of marketing strategies for Lushan Mountain,Longhushan Mountain and Sanqing Mountain. |
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