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1. Overview and Current Situation of China’s Tourism Advertising

With the steady development of the economy and the increasing improvement of people’s living standards, tourism activities have gradually become an important part of people’s lives, promoting domestic tourism. The market is booming. The competition among tourism product manufacturers is becoming increasingly fierce. The promotion of tourism products increasingly relies on media advertising to expand their influence and attract customers. Tourism products are publicized and promoted through advertising, which has become an important symbol of the marketization of the tourism industry. Travel advertising gradually stands out from ordinary product advertising and becomes a specialized advertising category. Therefore, based on the characteristics and current situation of my country's current tourism market, studying the application of media advertising in tourism promotion is a new topic in tourism research.

1.1 The meaning of tourism advertising

Travel advertising is an important means invested and released by tourism enterprises to promote the sales of tourism products. Tourism advertising mainly refers to paid, organized, comprehensive, persuasive and non-personal information dissemination about tourism products, tourism services and tourism information through various media funded by tourism enterprises. Activity. Tourism advertising is to use various media means to widely publicize and promote tourism products, effectively promote the sales of tourism products, and thereby help tourism companies obtain economic benefits.

Travel advertising requires advertising producers to master the characteristics and methods of advertising and closely combine the features and characteristics of tourism products to cater to tourists' consumption through tangible visual effects or persuasive publicity channels. Behavior and consumer psychology are targeted to effectively promote tourism products. While vividly representing tourism products, how to highlight the value of the intangible services implicit in tourism products, how to show the cultural origins and image connotations of tourism products, and how to induce the audience's travel needs and promote their final action should become The key considerations for travel advertisers.

1.2 Current status of research on tourism advertising

What is unbalanced with the rapid development of the tourism market is the weak application and research of tourism advertising. The theoretical research on tourism advertising at home and abroad is at the general stage. Scholars and researchers have not yet formed a complete understanding of basic theoretical research. There are very few special studies and books on tourism advertising research. "Advertising in Tourism and Leisure Industry" (Morga & Pritchard, 1998) is the most widely recognized and disseminated monograph on tourism advertising. "Tourism Advertising Practice" published by Shanghai East China Normal University " is one of the monographs on tourism advertising in my country, but the book only explains it through some practical cases and does not extract any practical methods or strategies. "Journal of Tourism" and the college's journal have also published some related articles focusing on case studies. Generally speaking, the theoretical and applied research on tourism advertising is still immature. The theoretical research on tourism advertising is, on the one hand, based on the theoretical research on mass communication, and on the other hand, it is mainly an extension of the research on the image of tourist destinations. However, both of them are one-sided in their applied research on tourism advertising. The theoretical research is not in-depth, and their practical guiding significance is not strong.

2. The main characteristics of travel advertising

As a kind of classified advertising, travel advertising has various characteristics of general commercial advertising, such as paid, timely, purposeful, and directional It has the characteristics of 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 that are different from general commercial advertisements, mainly including the following points:

2.1 Tourism The high involvement of products requires high interactivity (Interactivity) in advertising communication

“Interactivity” in communication science is an intelligent, complex, multi-directional, interactive process that occurs between two or more parties. Dynamic characteristics. Heeter pointed out that the core concept of interaction is "control of information", that is, the control of information by the information recipient. Steuer (1992) proposed "the horizontal classification definition of media interactivity" and proposed the two most important definition methods of media interactivity: human-human interaction and human-message interaction. Interpersonal interaction refers to the two-way communication between the sender of information and the receiver of information, that is, the high interactivity of communication. Based on the two dimensions of interpersonal interaction and people-trust interaction, Chang-Hoan Cho and others summarized the interactivity of advertising as: the degree of people's participation in advertising activities through interaction with advertising information and advertisers. The essence of advertising interaction is the degree of control the audience has over the advertising information. Through experimental measurements, Chang-Hoan Cho et al. proposed for the first time the relationship between advertising interactivity and the degree of consumer involvement. The higher the degree of involvement in product purchase, the higher the requirements for information exchange between consumers and advertisers, and the smoother the communication. Advertising The more interactive it is.

Philip Kotler, the father of marketing, pointed out in his famous "Marketing Management" that "more complex and expensive decisions often condense the buyer's repeated evaluations, and also include many factors." Participants in purchasing decisions.”

There is no doubt that tourism products are highly involved products, especially since tourism consumption in my country is far from becoming a daily necessity for people. Before tourists make travel decisions, they need to repeatedly collect, organize, compare, filter and make decisions on information. They also need to make a lot of preparations before traveling. In addition, the foreign and cross-cultural nature of tourism activities, as well as the strangeness and insecurity brought about by foreignness, will enhance tourists' desire to exchange information about the destination, tourism companies, and other tourists who have had relevant experiences. need. If travel advertisers target this consumer psychology, they can provide highly interactive communication and information exchange platforms to help tourists deepen their understanding and memory of their travel products, better help tourists make travel decisions and enjoy the travel experience. .

2.2 The comprehensiveness of tourism products determines the high degree of three-dimensionality of advertising information

Tourism products include not only the tangible features of tourist attractions and reception facilities, but more importantly, the reception facilities Intangible services as carriers involve tourism organizers, reception departments of tourist destinations, and all aspects of service personnel. The comprehensive nature of tourism products determines the extremely high amount of information content in tourism product advertising and promotion, requiring advertisers to provide three-dimensional information resources, including horizontal information on scenic spots, transportation, catering, accommodation, shopping and other reception facilities in tourist destinations. It is also necessary to provide tourists with relevant knowledge such as tourism knowledge, scenic spot advantages and characteristics, aesthetic appreciation, history and culture, adaptability and survival, etc. through different forms of vertical information, enrich the knowledge of tourists or potential tourists, and help tourists better achieve their goals. Tourism aesthetics and pleasant effects. In addition, tourism advertising appears in the form of "information", which also plays a role in blurring the boundaries of advertising and can better shorten the distance between tourism companies and consumers.

2.3 The spatial and temporal unity of production and sales of tourism products determines the diversification of advertising forms

The essential characteristic of tourism products is that production and sales are unified in time and space. The production process of tourism products is the process of tourists consuming products. Tourists essentially participate in the production process of tourism products. Therefore, how to better guide and control tourists' participation in this process is the key to the smooth progress of tourism activities. Therefore, the orientation, education, aesthetic and cultural influence of tourists before, during and after tourism activities are also one of the key considerations for tourism companies in tourism advertising. In addition to providing three-dimensional tourism information, tourism advertisers must diversify and integrate specific tourism product advertisements at multiple levels through various forms such as television, newspapers, magazines, the Internet, and public welfare activities, in order to achieve market development for tourists. The purpose of cultivating and promoting tourism products.

2.4 The nature of tourism consumption determines the distinctive personalization of advertising information

Tourism consumption is a kind of experiential consumption. Due to the influence of tourists, tourism service personnel and destinations Influenced by the interactive relationship between residents, the tourism experience is strongly affected by emotional factors. Tourists' consumption behavior and the personalization of travel experience determine that the appeal of travel advertising is highly personalized. Tourism companies must adopt corresponding advertising strategies and forms for different target markets and different advertising audiences to fully reflect the unique and distinctive characteristics of tourism products to better attract tourists. With the application of new media technology, the segmentation, personalization and pertinence of tourism advertising information will become more distinct, and advertising production and release will also develop towards "personalized customization".

2.5 The off-site nature of tourism experience determines the rich multi-faceted appeal of advertising

Tourism activities are activities where tourists leave their usual environment to have an aesthetic and pleasant experience in a different place. The foreignness of tourism activities will affect tourists' travel perception. Foreign culture, folk customs, living customs, unfamiliar environment, etc. will bring a certain sense of strangeness, insecurity and strangeness to tourists. This requires that when tourism advertisements promote tourism products, they should focus on stimulating tourists' desire to travel and eliminating tourists' wariness and rejection of foreign cultures. Advertising appeals must combine emotional appeals with rational introductions. On the one hand, we use people's psychology of seeking beauty and novelty to create emotional advertisements that can induce tourists' desire to travel; on the other hand, we provide tourists with rational travel-related information through multiple channels and channels. Information helps tourists eliminate their doubts and worries about travel, cope with some problems encountered during travel, and conduct advertising with rich and multi-faceted information, thereby more effectively promoting tourism products and the image of tourist destinations.