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移动互联网的发展和社会化媒体的兴起不仅改变了人们的生活方式,也引发了产业巨变,使品牌和消费者之间的关系有了新的变化。旅游目的地在移动互联网时代如何利用社会化媒体平台打造旅游品牌,与旅游者之间建立长期可靠的品牌关系以推动当地旅游业发展成为区域旅游业发展亟待解决的问题。本文通过贵州省“多彩贵州”旅游品牌传播建设的分析研究了区域旅游目的地的品牌传播与建设,提出了旅游目的地品牌传播建设过程中应注意的问题和传播的重点。
The development of mobile Internet and the rise of social media have not only changed people’s way of life, but also triggered a tremendous change in the industry and brought about a new change in the relationship between brands and consumers. How Travel Destinations Make Use of Social Media Platforms to Build Tourism Brands in Mobile Internet Age and Establish Long-term and Reliable Brand Relationship with Tourists to Promote the Development of Local Tourism Industry As a Problem to be Solved in the Development of Regional Tourism. This paper analyzes the brand communication and construction of regional tourism destinations through the analysis of the construction of tourism brand in Guizhou Province. It points out the problems that should be paid attention to and the emphasis of the communication in the process of brand communication of tourism destination.