摘要
新媒体营销是旅游学界在新媒体领域的研究热点,现有策略研究对旅游新媒体营销工具的阐述多于对基础理论的探讨,存在观察视角单一、忽视新媒体营销特征变化等问题。受相关学科理论启发,文章从“主谓宾”三重视角对旅游新媒体营销策略展开文献研究和案例研究,针对新媒体营销的特征变化提出旅游新媒体营销应从渠道竞争转向注意力竞争、拟态环境中重视叙事手段的运用、推动旅游资源泛娱乐化等多维度策略。这既是对当下旅游新媒体营销理论的补充,也是从微观层面对旅游新媒体营销策略的思考和探索。
New media marketing is a research hotspot in the field of new media in the tourism academia.The existing research focuses more on the new media marketing tools than on the theoretical concepts.There are some problems,such as single observation perspective and ignoring the changes of new media marketing characteristics.Guided by the theory of related disciplines,this paper conducts literature research and case study on the marketing strategy of new media for tourism from the multiple perspectives,in view of the changes in the characteristics of new media marketing,it puts forward that new media marketing for tourism should shift from channel competition to attention competition,attach importance to the use of narrative means in Pseudo environment,and promote the pan-entertainment of tourism resources.This is not only a supplement to the current theoretical tourism new media marketing,but also a reflection and exploration of the tourism new media marketing strategy from the micro level.
作者
严杰
YAN Jie(School of Travel Services and management,Tourism College of Zhejiang,Hangzhou Zhejiang 310000,China)
出处
《齐齐哈尔大学学报（哲学社会科学版）》
2022年第1期92-95,共4页
Journal of Qiqihar University(Philosophy & Social Science Edition)
关键词
旅游业
新媒体营销
主体注意力
拟态环境
谓语叙事
泛娱乐化客体
tourism
new media marketing
subject attention
pseudo-environment
predicate narration
the object of extensive entertainment
