| The development of the Internet technology drives the evolution of human civilization and the reconstruction of the social order. Social network service (SNS) as a product of the Web2.0era, has been applied to global popularity. With the basic qualities of user-generated content and interactive sharing, SNS aims to make the real social network embedded in the internet world through technological means. Social network has not only changed the communication of information, emotion, resources between users and value creation and transfer, but also make the role of market demand and supply shifted, which prompting marketing paradigm change. In tourism consumption activities, SNS has become an important platform which changes the information searching behavior of tourists, as well as an important environmental factor in tourist marketing study and practice. In current global tourist market, the competition has evolved into overall competition among destination from micro competition among enterprises. SNS also brings new opportunities and challenges for tourism destination marketing, and has a positive effect to the comprehensive development of destination.Foreign scholars in the study of tourism destination marketing have been formed strong interdisciplinary, multi-level and comprehensive research, but on the whole independent theoretical system is far from perfect. Tourism destination marketing research starts late in our country, mainly discussing the subject of destination marketing, relationship between government and market, government’s behavior choice of literature. However, there are still many theoretical gap on how to build a destination marketing model with the perspective of integration, compatibility and integrality, how to collaborate marketing strength of stakeholders and how to implement overall tourism destination marketing on the Internet. Tourist destination consumer decision theory, communication effect theory and public marketing theory for the research provides a good reference and enlightenment.Tourism destination is the important area of public marketing practice and development. The implementation of public marketing is the public organization management function, which helps to complete micro marketing of tourism enterprises, guarantee destination overall marketing effect, and build an integrated destination marketing strategic framework of strength. Through public marketing theory enlightenment and destination marketing generation mechanism, its strategic framework includes the three basic elements:marketing subject, object and target system, and two extended elements:social network and tourism experience. Communication is the focus of public marketing of tourism destination under social network environment. Compared with the mass communication, the basic elements of SNS communication model have got evolution, such as the integration of communicator, audience and medium, user-generated content and so forth. Therefore tourism destination SNS communication model has more prominent fusion and interactive features. Based on the former two phenomena, public marketing of tourism destination and SNS communication are with integrative relationship, which means three points: SNS is the environment of destination public marketing; the value of public marketing is the value guidance of SNS communication; communication effect is the strategic basis of implementation of destination public marketing in social networks.Based on the Sina Weibo platform for data collection, taking Gangwon in South Korea and Singapore as destination cases, this article collected the micro blog in Sina Weibo as text, refined the theoretical model of SNS communication effect by grounded theory. On this basis, this paper defined the relevant variables through the literature review, collect the data through the questionnaire survey, verified the theoretical model with the measurement of reliability test, validity test and SEM. Then, the hypotheses testing results and analysis have been put forward.The promotion strategies and tactics are suggested around the communicators, audience and communication path in SNS communication. In public marketing model of tourism destination, the three sub-systems of marketing subject, marketing object, and marketing target get harmony and symbiosis in SNS communication. Government as a representative of public organizations coordinates and guides that communication and destination public marketing. |
