| In the current Internet era,new media communication methods are becoming more and more extensive,and a relatively rich and mature new media marketing model has gradually developed.In the new media marketing platform,platforms represented by We Chat,Weibo,Douyin,search engines,etc.have played a good role in tourism destination marketing,and the marketing methods of new media have also changed the way many tourists choose,so that the choice of tourist destinations and the entire journey are optimized.The current development of new media marketing has brought opportunities and challenges in the marketing methods of tourist destinations,and through the marketing and dissemination of new media,many tourist destinations have obtained good marketing and communication,and their social and economic benefits have been significantly improved.However,in the current new media marketing process,there are also certain problems,so the problems of new media marketing can be analyzed from the perspective of case analysis to play a better marketing effect,and then improve the current implementation plan.This paper is mainly divided into three main parts,the introduction and theoretical foundation mainly clarify the background,significance and method of research,and establish the main framework of research.The theoretical basis mainly includes the theory of stimulating body response,integrated marketing communication theory and word-of-mouth marketing theory,etc.,and defines the concepts of new media and integrated marketing,and establishes the theoretical analysis basis of research.The main part of the study took Meiling Scenic Area of Nanchang City as the main research object,analyzed the current situation of new media marketing,and clarified that the current problems of new media marketing mainly include low attention to new media marketing publicity,insufficient diversification of new media marketing content and form,less interaction between new media marketing process and tourists,insufficient mining of new media marketing data,and still need to improve the intensity of new media integrated marketing,etc.,and on this basis,empirical analysis was carried out by factor analysis and structural equation model,and the relevant hypotheses were verified.The results show that new media marketing has a positive and significant impact on the improvement of tourists’ psychological effects,and the perfection and richness of new media marketing channels and quantity can significantly improve tourists’ understanding,attention,memory,trust,etc.of scenic spots,promote tourists to make decisions about travel,and improve tourists’ experience of play.New media marketing has a positive and significant impact on the improvement of tourists’ communication effect,the better the new media marketing is done,its innovation,interactivity and communicability will be improved,and then the overall communication scope and communication quality will be improved;New media marketing has a positive and significant impact on the improvement of scenic spot brand effect,and new media marketing can significantly improve brand awareness,shaping,participation,and tourists’ love,satisfaction,loyalty,etc.The optimization part of marketing strategy is mainly based on the current situation analysis and empirical analysis results,and based on the integrated marketing communication theory,the following targeted optimization strategies are proposed: first,improve the attention of new media marketing and integrate marketing channels;Second,increase new media marketing content and integrate marketing activities;Third,enhance the interaction between the new media marketing process and tourists,and integrate service content;Fourth,strengthen new media marketing data mining and integrate tourist experience;Fifth,increase the intensity of new media integrated marketing and improve the level of integration. |
