随着社会主义市场经济的不断发展,旅游需求在一定程度上显得更加多样化,旅游市场呈现出激烈的竞争局面。旅游目的地的品牌以及形象价值逐渐成为市场竞争中的有力砝码。现行的旅游目的地营销传播具有显著的特殊性,对信息传播有着较强的依赖性。而且由于构建品牌价值要素方面较为复杂,要求营销传播手段也应达到一定的标准。旅游市场总体竞争较为激烈,传播环境逐渐复杂,旅游目的地形象塑造更加困难。随着计算机信息技术的不断发展和变革,整个传播环境发生了较大的变化,传统媒体的分化趋势更加明显,网络等其他新媒体 With the continuous development of the socialist market economy, the demand for tourism appears to be more diversified to some extent, and the tourism market shows a fierce competitive situation. Travel destination brand and image value has gradually become a powerful force in the market competition. The current travel destination marketing communication has its own particularity and has a strong dependence on information dissemination. Moreover, due to the complexity of constructing brand value elements, marketing communication methods should also meet certain standards. The overall competition in tourism market is fiercer, the propagation environment is more complicated and the image of tourist destination is more difficult to mold. With the continuous development and reform of computer information technology, the entire communication environment has undergone major changes. The differentiation trend of traditional media has become more obvious. Other new media such as the Internet