Research on Tourism Destination Marketing in Weibo

Research on Tourism Destination Marketing in Weibo

Weibo has become a new social media that affects social life and provides a brand-new platform for the marketing of tourism resources in tourist destinations. This paper analyzes the corresponding relationship between Weibo and tourism destination marketing, probes into the advantages of tourism destination marketing in Weibo, and puts forward some tourism destination marketing strategies in Weibo, such as strengthening service functions, highlighting professional products, and carrying out themed activities.

Paper Keywords tourist destination; Weibo marketing

Weibo marketing is a new way of network marketing. With Weibo as the marketing platform, every listener (fan) is a potential marketing target. Enterprises use the updated Weibo to spread information about enterprises and products to netizens, and establish a good corporate image and product image. With the spread benefits of Weibo gradually emerging, Weibo has become a sharp weapon to promote tourism. More and more tourist destinations begin to attach importance to the role of Weibo marketing, and enhance their influence and competitiveness by applying Weibo, a social media marketing platform.

First, the integration of Weibo and tourism destination marketing.

At present, the information wave is still one of the main factors of technological innovation. The application of Internet in life and industrialization will continue to promote the overall economic reform, and the development of online tourism in China is facing a deep and broad blue ocean. As one of the main industrial sectors of network marketing, tourism has developed rapidly in Weibo. Weibo and tourism destination marketing have the following points of convergence:

1. Audience

The 29th statistical report on China's Internet development shows that by the end of 20112, the number of users in Weibo reached 250 million, an increase of 296.0% compared with the end of 20 10, ranking first in Internet applications. The usage rate among netizens increased from 13.8% to 48.7%. The proportion of mobile phone users using Weibo also increased from 65,438+05.5% at the end of 2065,438+00 to 38.5%. According to Sina's data, as of the end of September, 20 1 1, its Weibo users posted 86 million Weibo articles every day. Weibo has a huge user base and a high growth rate, which ensures the sufficient coverage of Weibo marketing and increases the possibility of reaching the target audience.

According to the Research Report on the Development Status and Users of Weibo in China in 20 10 released by iResearch, the highest proportion of Weibo users in China is 19-24 years old, accounting for 29.9%, followed by 25-30 years old, accounting for 2 1.2%. More than half of the users in Weibo are young people aged 19-30. People of this age often travel. If they have a deep impression of a certain tourist destination in Weibo, it will increase their chances of traveling there. At the same time, if these people are used to obtaining tourism information from Weibo, even if their spending power is limited now, they will bring considerable profits to their tourist destinations over time.

According to the research on UV geographical distribution of Weibo websites conducted by Analysys International in August, 201/,the developed areas such as Shanghai, Guangdong, Beijing, Jiangsu and Zhejiang are the main user groups in Weibo. Users in Weibo are concentrated in big cities and central cities, which not only ensures the speed of information diffusion, but also overlaps with major tourist destinations at present, thus ensuring the marketing effect of Weibo to some extent.

Step 2 Experience * * *

Tourism needs experience communication, and experience communication cannot be separated from the network environment. Netizens upload all kinds of information in the form of words, pictures, videos and audio through the Internet, local area networks and wireless networks. By marking and classifying, a virtual community environment is created, so that groups with the same personal interests or experiences can establish some regular contacts.

There are two main ways for Weibo users to obtain information about tourist destinations: one is to pay attention to a certain tourist organization, enterprise or tourist, and obtain tourist information through Weibo content, comment forwarding and activity interaction; The other is to join tourism-related micro-groups. Members of the micro-group * * * enjoy the travel experience and exchange information with each other.

Tourists are used to reading relevant comments on the Internet before purchasing tourism products and services, and get more "real" tourism information such as tourism behavior and experience, psychological preference, tourism and holiday decision-making, distribution channels and destination selection in Weibo interaction, which affects tourists' consumption choices and consumption tendencies. Tourism is an experience process, and buying tourism products is an experience purchase. The experience of Weibo and tourism paved the way for their integration.

3. Information needs

Weibo is simple in form, convenient in operation and powerful in function. It supports multimedia information such as text, pictures and videos, and is especially suitable for browsing and publishing on mobile clients, which coincides with the "on the road" state of tourism. In addition, the information generation group in Weibo is huge, and it spreads quickly, so it can tell you the latest trends in the first time, with strong timeliness and high freshness, which can meet the demand of tourists for destination information.

Second, the advantages of tourism destination Weibo marketing

As a new online marketing method, Weibo marketing has been highly valued by tourist destinations and has become one of the important channels to establish brand image and promote product sales. The advantages of destination marketing in Weibo are obvious.

1. Participation is interactive.

Every user in Weibo can communicate with any other user. The sender is also accepting the information released by others while publishing the information. Weibo blurred the line between sender and receiver. Through one-to-many interaction, the geometric propagation effect is realized.

Tourism destinations spread information about tourism products or what they saw and heard in their travel itinerary to the audience through Weibo. At this time, as a communicator, he directly contacts with the audience, forms an information tree, contacts with the surrounding audience, and further spreads information. Through this diffusion mechanism, the breadth and depth of information expansion can reach an unprecedented level. In the process of traveling, tourists share the scenery along the way through their own Weibo, and the services of travel agencies, tour guides, tourist attractions and hotels have also become news disseminators. Tourists spread the information of tourist destinations in the process of participating in Weibo, and reflect the value of Weibo marketing in the interaction of fans. High-intensity participation and interaction are the remarkable features of Weibo marketing.

2. Real-time feedback of the effect

The tourism destination marketing in Weibo takes the network as the carrier, and spreads the tourism destination information in the process of interactive participation, thus achieving the subtle marketing effect. Tourism destination management agencies can know the reaction to Weibo marketing at any time and make an in-depth analysis of this reaction, and the audience can give feedback quickly and conveniently, which greatly improves the credibility of the feedback. In addition, Weibo's instant messaging function is very powerful, and it can also update Weibo in real time through the mobile phone client to realize real-time communication. Therefore, Weibo's marketing effect is obvious, and you can get real-time feedback.

3. High marketing accuracy

For the audience, they can selectively receive information or immediate feedback according to their own needs, which not only ensures the freedom of information selection and release, but also greatly improves the effectiveness of Weibo marketing. At present, Weibo, the official destination of most tourist destinations, has achieved real-name authentication. This communication based on trust chain reduces the spread of a lot of meaningless junk information. This form can make users become publishers of information, receive more effective information and participate in interactive communication, thus improving the user's use viscosity. On the other hand, for tourism destination management organizations, they can actively find and pay attention to the target user groups, and maintain a good interactive relationship with them to help enterprises improve fan activity and conversion rate and achieve precise marketing.

4. Low marketing cost

First of all, through Weibo marketing, tourist destinations reduce their dependence on expensive related media (such as TV), thus reducing the cost for tourists. Secondly, Weibo's self-media form greatly reduces the cost of content production. Finally, Weibo, the official tourist destination, has surpassed the middlemen, initiated the era of direct customer marketing, solved the high-cost dilemma faced by tourist destinations in super-segment marketing, and can cut costs and increase value for tourists, thus gaining a competitive advantage. Therefore, the marketing of Weibo, a tourist destination, has the characteristics of rapid communication with small efforts and low cost, which is of great help to improve the overall cost performance of tourism marketing, and its advantages are gradually emerging.