The influence of tourism advertising media on tourism

First, the general situation and present situation of tourism advertisements in China

With the steady development of economy and the improvement of people's living standards, tourism activities have gradually become an important part of people's lives, which has promoted the vigorous development of the domestic tourism market. With the increasingly fierce competition among tourism product manufacturers, the promotion of tourism products relies more and more on media advertisements to expand its influence and attract tourists. Advertising and promoting tourism products have become an important symbol of tourism marketization. Tourism advertisements gradually stand out from ordinary commodity advertisements and become special advertising categories. Therefore, according to the characteristics and current situation of China's current tourism market, it is a new topic of tourism research to study the application of media advertising in tourism promotion.

1. 1 the meaning of tourism advertisements

As an important means to promote the sales of tourism products, tourism advertisements are invested and published by tourism enterprises. Tourism advertisers mainly refer to paid, organized, comprehensive, persuasive and impersonal information dissemination activities related to tourism products, tourism services and tourism information funded by tourism enterprises through various media. Tourism advertising is to widely publicize and promote tourism products by various media means, effectively promote the sales of tourism products, and thus help tourism enterprises obtain economic benefits.

Tourism advertising requires advertisers to master the characteristics and methods of advertising, closely combine the characteristics and characteristics of tourism products, and effectively promote tourism products through tangible visual effects or persuasive publicity channels to cater to tourists' consumption behavior and psychology. While visually expressing tourism products, how to highlight the value of intangible services hidden in tourism products, how to show the cultural origin and image connotation in tourism products, and how to stimulate the tourism needs of the audience and finally urge them to take action should be the key issues for tourism advertisers.

1.2 Research Status of Tourism Advertising

Not commensurate with the rapid development of the tourism market, the application and research of tourism advertisements are very weak. The theoretical research on tourism advertising at home and abroad is still in the general stage, and scholars and researchers have not yet formed a * * * understanding of the basic theory. There are few monographic studies and books on tourism advertisements, such as "Advertising in Tourism and Leisure Industry" (Morga &: Pritchard, 1998), which has been widely recognized and disseminated. The Practice of Tourism Advertising published by East China Normal University in Shanghai is one of the monographs on tourism advertising in China. However, the book is only elaborated through some practical cases, and no practical methods or strategies have been extracted from it. Journal of Tourism and Journal of College also published some case studies. Generally speaking, the theoretical and applied research of tourism advertising is still immature. On the one hand, the theoretical study of tourism advertising comes from the theoretical study of mass communication, and on the other hand, it is mainly an extension of the study of tourism destination image. However, both of them are one-sided in the application research of tourism advertising, and their theoretical research is not in-depth and practical guidance is of little significance.

Second, the main characteristics of tourism advertising

As a classified advertisement, tourism advertisement has all kinds of characteristics of general commercial advertisements, such as compensation, timeliness, purpose, directionality, diverse forms and extensive content. In addition, due to the characteristics of tourism products in production, sales, promotion and consumption, tourism advertisements also have other characteristics different from general commercial advertisements, mainly as follows:

2. 1 The high involvement of tourism products requires the high interactivity of advertising communication.

The "interactivity" in communication refers to the intelligent, complex, multi-directional and dynamic characteristics that occur between two or more parties. Hett pointed out that the core concept of interaction is "information control", that is, information recipients control information. Stuart (1992) put forward the "horizontal classification definition of media interaction" and put forward two main methods to define media interaction: person-to-person interaction and person-to-message interaction. Interpersonal interaction refers to the two-way communication between information sender and information receiver, that is, the high interactivity of communication. According to the two latitudes of interpersonal interaction and interpersonal communication, Chang-Hoan Cho and others summarize the interaction of advertising as: the degree to which people participate in advertising activities through interaction with advertising information and advertisers. The essence of advertising interaction is the degree to which the audience controls the advertising information. Chang-Hoan Cho and others first put forward the relationship between advertising interactivity and consumption involvement through experimental measurement. The higher the involvement of product purchase, the higher the information exchange requirements between consumers and advertisers, the smoother the communication, and the stronger the interaction of advertisements.

Philip kotler, the father of marketing, pointed out in his famous "Marketing Management" that "more complicated and expensive decisions often condense the repeated measurement of buyers, and also include many participants in purchasing decisions". There is no doubt that tourism products are products with high stakeholders, especially at present, tourism consumption in China is far from becoming a necessity in people's daily life. Before making a travel decision, tourists need to go through repeated information collection, sorting, comparison, screening and decision-making, and they also need to make a lot of preparations before going out. In addition, the remoteness and cross-culture of tourism activities, as well as the strangeness and insecurity brought by remoteness, will enhance tourists' demand for information exchange with destinations, tourism enterprises and other tourists who have had relevant experiences. In view of this kind of consumption psychology, tourism advertisers can provide a highly interactive communication and information exchange platform to help tourists deepen their understanding and memory of their tourism products, better help tourists make tourism decisions and enjoy the tourism experience.