Research On New Media Marketing Strategy Of B Scenic Spot Based On SICAS Model

With the development of social economy,the tourism industry has become an important force to promote cultural exchanges,social communication,economic and trade exchanges and economic growth.At the same time,the mitigation of the epidemic and the release of relevant policies also provide a favorable environment for accelerating the recovery of the cultural and tourism market.With the continuous improvement of new media,the choice preferences of the audience and the marketing strategies of the merchants are also constantly changing.In the context of a new round of global technological revolution and industrial transformation,the current tourism marketing model has been unable to meet the needs of development under the new situation,and the tourism industry is undergoing unprecedented changes.Therefore,the research of new media tourism marketing strategy has important theoretical value and practical significance.The research object of this paper is the new media marketing strategy of B tourist attraction,and the main research contents are as follows: PEST and SWOT analysis methods are used to analyze the status quo of the marketing environment of B tourist attraction.Through statistical analysis,questionnaire survey and other research methods,the new media marketing status quo of B tourist attraction is deeply explored.Based on 4I theory and SICAS model,problems exist in five dimensions of brand perception,interest,interactive communication,consumer behavior and feedback sharing are obtained.And in-depth research and analysis of its causes,it is concluded that B tourist attraction has insufficient brand building power,single promotion content and form,lack of in-depth interaction,insufficient channel construction and maintenance,and weak reputation maintenance consciousness.Put forward B tourist attraction in brand construction,new media marketing methods,interactive marketing activities,channel construction and maintenance and word-of-mouth establishment and maintenance of targeted new media marketing optimization strategy.By studying the new media marketing strategy of B tourist attraction,this paper proposes suggestions and countermeasures for the new media marketing of B tourist attraction.On the one hand,it hopes to improve the product quality and brand power of B tourist attraction,innovate marketing methods and stimulate new growth points.On the other hand,we hope to enrich the research in related fields,actively carry out the application of digital technology in the tourism industry,and actively create new consumption in the tourism industry,so as to promote the development of tourism.At the same time,tourists can enjoy more interesting tourism products,improve the satisfaction and happiness of tourists.