本文从传播学理论出发,运用传播过程的五大要素组成:信源(即传播者)、信宿(即受传者)、讯息、媒介和反馈,梳理新媒体背景下旅游信息传播机理,结合传播学经典模式(5W模式和韦斯特利-麦克莱恩模式),构建新媒体运用下广西刘三姐旅游形象的传导机制,最后探讨广西刘三姐旅游形象传播的有效途径。 Based on the theory of communication, this paper uses the five elements of communication process: source (ie communicator), destination (ie, recipient), information, media and feedback, combing the dissemination of travel information in the context of new media, Classic mode (5W model and Westley-McLean model), construct the transmission mechanism of the tourism image of Liu Sanjie in Guangxi under the new media application, and finally discuss the effective way to disseminate the travel image of Liu Sanjie in Guangxi.