旅游节庆的新媒体营销策略研究——以耿马水文化旅游节为例.pdfVIP

论文题目 : 旅游节庆的新媒体营销策略研究——以耿马水文化旅 游节为例 摘 要 随着市场经济的不断发展，我国的旅游节庆进入了一个快速发展的阶段，而 旅游节庆的发展转变是需要与时俱进的，这就决定了运用新媒体营销是旅游节庆 发展的必由之路，但是不同地方的旅游节庆发展都需要经过探索研究才能找到适 合的方式，本文就以耿马水文化旅游节为例，首先，针对本文情况对相关概念进 行界定。其次，对耿马水文化旅游节新媒体营销现状进行调查分析，分析其存在 的问题，进而判断耿马水文化旅游节运用新媒体营销的发展前景，并为耿马水文 化旅游节新媒体营销传播提出切实可行的建议及对策。 关键词：旅游节庆；新媒体营销；耿马水文化旅游节 Abstract 1 With the continuous development of market economy, tourism festivals in our country has entered a stage of rapid development, and changes in the development of tourism festival is the need to keep pace with The Times, it was decided to use new media marketing is the only way for the development of tourism festivals, however, the development of tourism festivals in different places after exploring research is needed to find the right way, in this paper, gengma water culture tourism festival, for example, first of all, in view of this situation for defining the relevant concepts Secondly, the current situation of new media marketing of gengma water cultural tourism festival was investigated and analyzed, and the existing problems were analyzed, so as to judge the development prospect of new media marketing of gengma water cultural tourism festival, and put forward feasible Suggestions and countermeasures for new media marketing communication of gengma water cultural tourism festival. Keywords: Tourism festivals; New media marketing; Gengma water culture and tourism festiva 目录 前言 4 一、旅游节庆新媒体营销的相关理论基础 4 （一）旅游节庆新媒体营销的相关概念界定4 1.旅游节庆4 2.新媒体营销4 （二）旅游节庆新媒体营销的过程及方法5 1.旅游节庆新媒体营销的过程5 2.旅游节庆新媒体营销的方法5 二、耿马水文化旅游节庆新媒体营销现状 6 （一）耿马水文化旅游节概况6 2 （二）耿马水文化旅游节的运作与推广情况6 1.官方网站7 2.微博7 3.微信7 4.第三方合作网站7 5.旅游合作 app 7 三、耿马水文化旅游节新媒体营销