The Intervention Of Media On Tourism Event Marketing Of Hunan Province

As the present tourism industry possesses increasingly fierce competition, rigid ways of spots recommendation already can’t satisfy the needs of the development of scenic spots,thus event marketing has become the new ways to promote many scenic spots.The event marketing of Hunan province tourism is developing rapidly in recent years, and the benefits and popularity of the scenic spots have also been promoted by it, among which the most useful is the involvement of the media.The media intervenes the planning or the process of the activities, and make news reports on them. The article researched and found that the forms of media involved in the marketing of tourism activities are different,so are the propagation effects obtained.Reasonable intervention can maximize the publicity of the scenic spots, while the unreasonable intervention is harmful to the scenic spots and the media themselves.The article did a specific research on the website news, digital news and television news of the event marketing of hunan tourism from2006to2012, found and analyzed some characteristics of the sources of information, column distribution, the reprinted media, graphics, etc, and analysed the motives of media involving in the tourism activities marketing, news theories, concrete ways and the transmission effect.The motivation of media involving in tourism activities marketing mainly has three kinds:the pursuit of economic interests, the fulfillment of propaganda task, and the enhancement of media brand strength. According to the article, exchanging news value for economic gain is reasonable for the media, but planning activities with no news value for scenic spots and propagandizing in the name of news reports are unreasonable marketing involved in tourism activities for pure economic interest.The specific ways of media involved in tourism activities marketing mainly include continuous reports, series and special reports, and the different types of report forms have different communication effect. The special report is the biggest recognition of the value of the tourism marketing news, especially the news website with high hits can do special reports for a tourism marketing, and it may contribute significantly to the activity itself.But the way of the media intervention cannot cross the bottom line of news ethics. The media should not in the name of the news promotion,but should balance economic interests and ethics.