摘要
传统旅游营销投入成本较高,互动性弱,客户感知效果较差,而互联网时代的新兴信息传播媒介--自媒体,以其精准便捷的传播方式成为传统旅游营销的补充。分析自媒体的发展和无锡古运河的旅游品牌,然后将自媒体与无锡古运河旅游定位及文化相匹配,从自媒体的定位、整合和互动三个方面,提出了无锡古运河旅游的自媒体营销策略。
Traditional tourism marketing is highly cost,lack of interaction and relatively poor customer per⁃ception effect.However,the emerging information medium of the Internet era–we-media could be a sup⁃plement to the traditional tourism marketing,with its accurate and convenient communication mode.This paper analyzed the development of we-media and the tourism brand of Wuxi ancient canal at first,and then it put forward the we-media marketing strategy of Wuxi ancient canal tourism from the aspect of orien⁃tation,integration and interaction by matching the we-media with the tourism orientation and culture of Wuxi ancient canal.It would be of great significance to improve the competitiveness of Wuxi tourism indus⁃try and build a national historical city.
作者
潘思源
PAN Si-yuan(College of Economics and Management,Nanjing Forestry University,Nanjing 210037,China)
出处
《中国林业经济》
2020年第6期88-90,94,共4页
China Forestry Economics
关键词
自媒体
营销策略
旅游营销
we-media
marketing strategy
tourism marketing
