Research On The Marketing Model Of Tourism "Internet Celebrity" In The We-Media Era

The advent of the self-media era has led to diversified channels,convenient ways and instant content for people to obtain information.Therefore,the way of tourism marketing relying on information dissemination has also changed dramatically.Since 2016,"Netflix" has gradually become a household buzzword,and online marketing has also received much attention.More and more ordinary people are becoming hot internet "stars" and realizing their economic value.This kind of marketing method,which takes web celebrities as the core and personal trial and recommendation as the channel,is called net popularity marketing.As a successful case,Qujiang Tourism Co.,Ltd.has been able to promote its products and services and improve its brand image and market competitiveness by cooperating with net celebrities who fit its brand image and target customer groups.The development of "Netflix" marketing model in tourism in the era of self-media is an important way for tourism enterprises to use Internet technology to develop market and increase user conversion rate.In the tourism industry,the innovative marketing model of "Netflix" + "tourism" can bring more attention and traffic to the scenic spots,which in turn brings more economic benefits and corporate income.Therefore,the managers of cultural tourism companies also pay more attention to using the online marketing power of weblebrities to build their own tourism and cultural brands through "weblebrity marketing".This paper takes Qujiang Cultural Tourism Co.,Ltd.as an example to study the marketing mode of tourism "net celebrity" in the era of self-media.Firstly,it introduces the trend and significance of self-media era and its significance in tourism marketing,and gives an overview of relevant domestic and foreign research.Then,the concept definition of net popularity marketing,the shortage of traditional tourism marketing model,and the subject,object,advantages and theoretical basis of net popularity tourism marketing model are elaborated.Next,the paper introduces the famous Qujiang Cultural Tourism Company in Xi’an as a research case,and analyzes the macro and micro environment of the company as well as the current situation of the company’s Netflix tourism marketing.Most importantly,this paper adopts the questionnaire survey method to conduct a market survey and comprehensive analysis of the elements of Qujiang Cultural Tourism Company’s net popularity marketing,and analyzes the problems that appear in the company’s net popularity marketing,such as the weak core competitiveness of marketing products,marketing positioning that does not pay attention to consumer perceptions,and the discrepancy between marketing content and actual products.Moreover,based on the research data and relevant theories,this paper proposes targeted countermeasures and suggestions for Qujiang Tourism’s Netflix marketing strategy,such as improving the core competitiveness of the marketing products,fitting the consumers’ values,and paying attention to the consumers’ marketing interaction and feedback.This paper can provide a reference for the research and practice of tourism Netflix marketing,which will better promote the synergistic development of self media platforms and tourist attractions,and provide new ideas for the innovative marketing methods of cultural tourism companies.In a word,the marketing mode of tourism "net popularity" in the era of self-media has a broad application prospect and far-reaching significance.Through the study and analysis of Qujiang Cultural Tourism Company Limited,we can provide reference for other tourism enterprises.In the future development,we need to further explore the innovation and perfection of the net popularity tourism marketing model in order to promote the healthy development of tourism industry.