Research on New Media Marketing in Cultural Tourism Area

Research on New Media Marketing in Cultural Tourism Area

Cultural tourist areas use new media to increase tourism propaganda, which is helpful to enhance the visibility of scenic spots, increase the number of tourists, and better improve the economic benefits of tourist attractions, so as to obtain long-term benign development of scenic spots.

Taking Sanya Nansan as an example, this paper discusses the influence of new media marketing methods on tourism. Some suggestions are put forward, such as the construction of information marketing platform, online video marketing, the development of Weibo marketing and the establishment of online brand, in order to strengthen the publicity of Sanya Nansan and promote the rapid development of its tourism industry.

Keywords: new media; Marketing methods; Sanya

Nansan scenic spot is a spatial carrier for tourists to travel, and tourism is closely related to the economic and social development level of scenic spots. In the research process, based on the new media marketing communication environment itself, the integrated marketing communication theory is introduced to study and analyze the new media marketing communication mode of tourist destinations, so as to better promote the development of tourism marketing theory and the development and progress of China's tourism industry. Sanya's Nansan is unique, which can build a good platform for the development of tourism and create a unique brand of "cultural tourism". At present, the marketing management mode of Sanya Nansan is not perfect and too superficial. We should work hard on overall promotion and simple packaging.

Under the impact of today's Internet age, we should make full use of the convenience brought by new media to meet the realistic needs of today's tourists. Therefore, taking advantage of the active characteristics of new media and aiming at the situation of Sanya Nansan, a new tourism marketing system suitable for its own development is established. Analyze the previous marketing methods in detail, keep the marketing methods with good effect, optimize the methods with poor effect in the past, incorporate new ideas and methods, use certified Weibo for topic marketing, and use WeChat, website and other means to create the public image of scenic spots in many ways.

1 Strengthen the construction of information marketing platform

Sanya Nansan can be considered from the following points: First, the construction of information marketing platform should pay attention to combining with its own actual situation, truly presenting the information of information platform, objectively reflecting the environment and characteristics of scenic spots, and enhancing tourists' trust in the website, which is the key to play the role of the website. The construction of information marketing platform should pay attention to the authenticity and reliability of information, which is the key and fundamental of information platform construction; Second, in the process of information platform construction, we should adhere to the principle of "openness", that is, expand the influence and scope of information marketing platform, better convey useful information, and let more people know about relevant information.

In the development of new media marketing in Sanya Nansan, we should firmly base ourselves on the construction of information marketing platform, implement our own business philosophy and objectives, strengthen information publicity, better enhance brand building and create a good environment for the better development of Sanya Nansan. Third, in the process of development, pay attention to the development of network marketing model. In the process of building an information marketing platform, we can't ignore the important role of network marketing in enterprise development. We should pay attention to this point, expand the brand communication of enterprises, let more people know the brand of Sanya Nanshan cultural tourism, and establish brand awareness, so as to promote the development and progress of Sanya Nanshan cultural tourism.

2. Develop tourism marketing strategy in Weibo.

In the process of using new media marketing, Sanya Nanshan Cultural Tourism Scenic Spot can use the influence of Weibo V to give certain rewards and promote itself. Weibo V has a strong influence in the process of information dissemination, and can effectively transmit information. According to the investigation of relevant data, the biggest proportion of people's understanding of Sanya Nanshan cultural tourism scenic spot is personnel propaganda, which makes people realize this scenic spot. However, in the process of marketing with the help of Weibo, we should pay attention to the effective arrangement of information and share some useful picture information in order to play a better publicity role. But also the function of Weibo and the utilization rate of Weibo. When Sanya Nanshan Cultural Tourism Scenic Spot publicizes relevant information with the help of Weibo, the audience size must be considered. Therefore, in the process of using Weibo for new media marketing, we should give full play to the advantages of Weibo, such as convenient operation, powerful function and portability, and send the information after effective and reasonable processing.

3 to promote online video marketing

The online video marketing model can dynamically show the local cultural landscape and natural landscape, which makes people feel immersive when watching online publicity videos. This kind of publicity mode has better narrowed the distance between people and scenic spots and deepened consumers' understanding of scenic spots. Sanya Nansan can use the online video marketing model to record the corresponding video information and publicize the landscape in this way.

In the process of online video marketing, Sanya Nansan should pay attention to the following contents: First, in the process of video information collection, we should pay attention to the collection of important information, be able to record the scenic spots that reflect the characteristics of Sanya Nanshan cultural tourism scenic spot, pay attention to the size and length of video recording, and save some unnecessary information.

Secondly, in the process of promoting network video information, we should pay attention to the choice of cost performance to ensure the vividness of video information recording, so as to attract people's attention better; Furthermore, it is necessary to ensure the high quality of video information recording, reflect the actual situation of local landscape, and ensure the interest of video information to better attract consumers to watch; Finally, in the process of online video marketing, we should pay attention to the choice of channels, that is, how to promote video information and increase the audience. In the process of video promotion, a novel title can be given to attract users' attention, and video information can be published on large-scale portal websites, so that more people can pay attention to video information, improve the click-through rate, gain more people's support for Sanya Nanshan cultural tourism scenic spot, and promote the better development and progress of the scenic spot.

4. Carry out online community marketing activities

By carrying out effective online community marketing activities, we can strengthen the publicity of Sanya Nansan, let more people know about Sanya Nansan and improve its popularity. The development of online community marketing activities should pay attention to the analysis of the elements of new media marketing model, so as to effectively grasp it and give full play to the role and function of new media marketing, which is the key to realize the development of Sanya's South Three.

In the process of new media marketing, we should pay attention to strengthening the application of online community marketing activities, closely combine online marketing with real marketing, expand the influence of tourist attractions and realize the economic benefits of tourist attractions. In the process of publicity, Sanya South Umbrella should focus on the following points:

First, comprehensiveness. Effectively combine resources and enrich the connotation of tourism projects, thus enhancing tourism attraction;

Second, differences. It is necessary to give full play to regional advantages, highlight regional characteristics, attract more tourists' attention and bring them better economic benefits;

Third, relevance. Although there are differences between new media marketing and traditional marketing models, they need to be organically combined. Community marketing activities should focus on the actual situation of cultural tourism development in Nanshan, Sanya, and pay attention to pertinence and directionality in the publicity process. Only by pushing services to those in need can we promote business.

During the development of Nanshan cultural tourism in Sanya, a "scenic spot post" can be set up separately in the process of publicity through community networks. Through these posts, the actual situation of cultural tourism in Nanshan, Sanya is publicized, and through community publicity, many people are attracted to watch and people's awareness of tourism is stimulated.

5. Establish a network brand area

Establishing a network brand zone is an important choice of new media marketing strategy in Sanya Nanshan Cultural Tourism Scenic Area. In the actual operation process, we can consider the following points:

(1) Use social services to promote tourism brands. Take social services, invite more people to participate in activities, attract more people's attention by means of activities, and publish information about related activities on the Internet. This will help Sanya Nansan brand to be greatly improved. Especially in the network, the degree of attention will show a straight upward trend.

(2) Pay attention to building a perfect Internet service platform. Sanya Nanshan Cultural Tourism Scenic Area must build a perfect Internet information service platform and fully publish its own information on the Internet, which is beneficial for consumers to understand the actual situation of Sanya Nanshan Cultural Tourism Scenic Area. And ensure the reliability and accuracy of information release, and shall not resort to deceit. Therefore, with the increase of attention, the network brand of Sanya Nanshan Cultural Tourism Scenic Area will also be promoted and gradually established in the hearts of netizens.

(3) Pay attention to building a platform for two-way communication and interaction with tourists. Understand the situation of tourists, establish an effective data information base, deeply understand the actual situation of tourists, better explore the internal needs of tourists, improve the problems existing in their own service process, and thus promote their own development and progress. The establishment of network brand zone aims to strengthen the interaction between tourist attractions and tourists, better understand the situation of tourists and provide targeted services for tourists in the development process. In a word, in the process of choosing new media marketing strategy, Sanya Nanshan Cultural Tourism Scenic Spot should pay attention to its own actual situation, proceed from a realistic point of view, and combine the practical problems existing in its own development, so as to better promote its own development and progress.

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