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移动互联网时代的到来,为旅游产业的优化升级创造了前所未有的机遇。然而面临重要机遇的旅游目的地,其传统营销手段也面临着重要挑战。前人的研究表明,基于消费者自主贡献内容的口碑传播比传统的营销传播方式拥有更高的可信度和影响力。旅游者创造的内容——旅游目的地电子口碑,具有高可信度、强传播力等特征,实现了对受众的高卷入和信息的深度传播。本文首先对移动互联网及口碑、电子口碑进行相关论述的基础上,分析了移动互联网背景下旅游目的地电子口碑传播的意义与核心要素,进而提出了移动互联网背景下旅游目的地电子口碑营销策略。
The advent of the mobile Internet era has created unprecedented opportunities for the optimization and upgrading of the tourism industry. However, tourism destinations facing significant opportunities face significant challenges in their traditional marketing methods. Previous studies show that word-of-mouth communication based on the contents of consumer autonomy has higher credibility and influence than the traditional marketing and communication methods. Content created by tourists - e-word of tourist destination, with high credibility, strong communication and other characteristics of the audience to achieve the high involvement and the depth of information dissemination. Based on the discussion of mobile Internet and word-of-mouth and electronic word of mouth, this paper analyzes the meaning and key elements of electronic word-of-mouth communication in mobile Internet under the background of mobile Internet, and then proposes the electronic word-of-mouth marketing strategy of tourist destination under the background of mobile Internet.