Study On Integrated Marketing Communication Of Zhangjiagie Tourism Destination

Today, the tourists demand increasingly diversification, tourism market competition is intense with each passing day, tourism destination image and brand value has become the most strength competition tool, by means of brand marketing to Shape the image of a tourist destination has gradually win support among the people. Along with the reform and development of information dissemination technology, communication environment has changed a lot, traditional media is differentiated constantly, the Internet and other new media strong rise, the audience more autonomy. Under the condition of infinite information, spread increasingly diversified and audience attention is scarce, effective information on how to reach consumers and with the formation of effective contact is a modern marketing communication difficulties. Tourism destination marketing communication has its particularity, construction of brand elements are complex, strong dependence on information dissemination and the marketing communications demands high requirements, tourism destination image shaping and brand value enhance is more and more difficult. Integrated marketing communication theory emphasize that, consumer oriented, the integration of internal and external resources, the coordination of various communication channels, choose the best means of communication, speak with one voice, communicate coherent, clear and consistent, to establish a lasting relationship with consumers, eventually to establish long-term brand value. For this dilemma provides effective solutions.The integrated marketing communication theory is not applied to the Zhangjiajie tourism destination marketing communication practice, this paper is a tentative study. This article on the basis of the summarizes previous research in home and abroad and elaborated connotation of integrated marketing communication, discusses the tourism destination integrated marketing communication connotation and unique, constructing the model of tourism destination integrated marketing communications. By using the SWOT analysis method, detailed analysed ZhangJiajie tourist destination of the internal advantages, internal disadvantages, external opportunities, external threats, and in different SWOT conditions of Zhangjiajie tourism destination marketing decision. By using the method of questionnaire investigation and case analysis, comprehensive analysed the present situation of Zhangjiajie tourism destination marketing communication. Discussed the current ZhangJiajie tourism destination marketing communications experience and problems in the perspective of integrated marketing communication, and which can effect in destination image and long-term brand value construction. In view of the Zhangjiajie tourism destination marketing communication present situation, this article put forward ZhangJiajie tourism destination integrated marketing communication strategy from the several aspects of clear integrated subject resource integration, marketing communication database, the of integrating dissemination of the contents, channels and means, and proposed the conformity marketing dissemination effect evaluation method.