The Research On Micro-marketing Of Tianshan Tianchi Scenic Spot Of Xinjiang In The Setting Of Smarter Tourism

With the rapid development of multimedia and mobile internet, we have entered the era of WEB 4.0, while the network marketing also has entered into the micro-marketing era when micro-blog, We Chat, and micro-film act as the main means of communication and internet as well as mobile terminal as the main platform.The scenic spot is the cornerstone of the tourism industry, which is not only the booster of the regional economy but also the postcard of the region image. For example, Tianshan Tianchi scenic spot of Xinjiang located in Fukang City is a representative tourist attraction. It is a natural scenic area cored on mountain and lake which is 97 km away from the capital of Xinjiang’s largest travel center--Urumqi. In 2007, the Tianshan Tianchi has rated as 5A grade scenic area by the National Tourism Administration. In June 21, 2013, Tianshan Tianchi Scenic Spot of Xinjiang has been included in UNESCO World Heritage List in the 37 th World Heritage Conference.This study is backgrounded as the smarter tourism, aiming to combine it with the wisdom of modern technology to explore a kind of micro-platform and micro-marketing road wide audience and strong influence for the scenic spots. It needs to define the research objects, to do spot investigation and to conduct the interview towards the spot managers so that to find out the current marketing situation of scenic spot. Also, through organizing and reviewing the marketing theory of micro-blog and wechat, we can find out their meanings, similarities and differences in order to propose integrated micro-marketing platform, that is, systematically coordinate the features of the wechat and micro-blog to launch micro-marketing ideas. By means of literature research and expert consultation, we can construct the influence factors system of spot micro-marketing and carry out questionnaire de Sign towards the variables by using statistics panel data and survey data of Tianshan Tianchi scenic spot and then put the questionnaire into network and field distribution. Finally, by using SPSS17.0 statistical analysis software, we can conduct the factor analysis on recovery of data to improve the scale, do some correlation analysis to determine the relationship between various factors, and do the regression analysis to determine the factors on tourist loyalty in order to verify the research hypothesis. On this basis, we continue to conduct the analysis towards impact of the relationship on variables of the consumers’ social demographic attributes(gender, age of consumers, occupation, income, marital status, education level, and the internet habits). To construct micro marketing route of Tianshan Tianchi scenic spot and make the strategically and controllable online and offline communications by combining with traditional online media and mass media through policy, which establish, transform and strengthen customer relationships, thus putting forward the micro-marketing strategy of Tianshan Tianchi scenic spot on the realization of customer value.