The Study Of New Media Marketing Of Tourism Destination

New media is a media based on the computer information processing technology, through wireless network, cable and satellite and other modern means of communication, disseminating text, sound, images and information. Different from the traditional newspapers, magazines, radio, television, new media is vividly called "fifth media." There are such forms of new media:Internet, webcasts, Internet TV, mobile TV, IPTV, digital magazines, digital newspapers, digital radio, cell phone message, WAP, mobile TV, touch media and so on.The emergence of new media for the tourism industry has also brought a new revolution. Tourism destination marketing is no longer remain in the traditional promotion, printing brochures, advertising, and festival promotion, but through WEIBO, WECHAT, FACEBOOK, TWITTER, etc. This paper studies the characteristics of new media, and basic characteristics contrast with traditional media, combining integrated marketing theory, so as to put forward a new model of new media marketing of tourism destination. Through Hangzhou overseas new media marketing case, the paper suggests the tourist destination some proposals, in order to form a new media marketing mode of operation.This paper is mainly divided into five parts to explore new media marketing modes in tourism destination.The first part introduces the research background, significance, methods and technology roadmap.The second part summarizes the concept and previous achievement in new media and tourism destination marketing, and analyses the differences between traditional marketing and new media marketing. Through contrast, it indicates the advantage and problem in new media.The third part puts forward a new mode of new media marketing in tourism destination. It includes four steps:STP analyses, information and media plan, channel and resources integration, and effect response.The forth part studies the case of Hangzhou overseas new media marketing and proves the operation of the mode in the third chapter. The fifth part gives some suggestion in new media marketing and gives the conclusion of this paper. Destination organizations need to create a new media system, adjust existing policies in terms of organizational structure, database creation, personnel training, emphasis on market research, developing marketing plans, branding and themes identified, the integration of traditional and new media marketing channels and marketing effectiveness analysis and feedback.The last part gives five conclusions. First, the Internet will be more inclined to the mobile terminal, so the emphasis on the marketing of mobile terminals will be the trend; Second, GPS services will be increasingly applied to marketing; Third, on the basis of tourists preferences and data mining, relations marketing and word of mouth marketing is very important; Fourth, from the angle of tourists, the persistent marketing is the soul of new media marketing; Last, tourism destination marketing organizations need to create a new media system.