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城市旅游营销在中国30年的发展,经过不断探索、模仿、学习与创新,已步入深度营销时代。新媒体的出现不仅丰富了营销载体,还为城市旅游营销模式的变革提供了机遇,能否运用好新媒体及与传统媒体的进一步整合成为城市旅游营销获得成功的关键。本文认为张家界旅游营销的发展历程具有一定的代表性,通过对其传播渠道的梳理、组织策划者构成、内容及模式创新等方面的分析与总结,以期对中国城市旅游营销在新时代下的变革提供一些借鉴。
Urban tourism marketing in China 30 years of development, through continuous exploration, imitation, learning and innovation, has entered the era of deep marketing. The advent of new media has not only enriched the marketing carrier, but also provided opportunities for the reform of urban tourism marketing model. The key to the success of urban tourism marketing is whether the new media can be applied and further integration with traditional media can be made. This paper argues that the development process of tourism marketing in Zhangjiajie has some representativeness. Through the analysis and summary of its communication channels, the composition of organizational planners, content and model innovation, with the hope of the reform of China’s urban tourism marketing in a new era Provide some reference.