| As the development of social media, great changes have taken place in people’s travel behavior. Everyone use social media, such as micro blog, micro letter, QQ and so on, to gather information and resources needed before travel, and share tourism experience or guide experience via social media after traveling back, become a kind of fashionable young travelers travel mode. The tourism consumer demands as the starting point, to domestic tourist attractions as the research object, from several aspects of the tourism motivation of tourism area of social media marketing concept, consumer and social media use, tourist attractions and social media marketing status, were studied. In the questionnaire and interview based on analysis of tourism area of social media marketing and the existing problems, and the problems of further research, and finally puts forward the suggestions and strategies.Through investigation of tourism consumers and tourist attractions of social media marketing, preliminary master of tourism consumers demand motive, social motivation and non rational motivation, tourism consumer social media use and tourism social media marketing on consumer decision-making impact; from the analysis of the tourism motivation of consumers, consumers on social media dependence and tourism social media marketing on consumer decision-making influence three aspects, confirmed the scenic spots using the advantage of social media marketing means and its necessity. On the basis of tourism social media marketing research and found many may lead to weaken the effect of marketing problems. Based on this, this paper, from the tourism operators for integrated marketing communication, quality content, and between consumers and newer technologies such as attitude of, summed up the multiple of causes of tourism area of social media marketing problem. Finally, consumer needs, motivations and social media usage, for cause of Scenic social media marketing problems, enhancing tourist attractions from social media marketing for consumer influence, this paper proposes the following strategic Recommendation: First, the use of wisdom tourism concept of integrated marketing communication, communication trend mainly from the social, localization, mobile combination of the three, into the multi-screen interoperability forms of communication and precision of the integration of the three aspects put forth; the second is enhance marketing content quality, use of the Internet to improve the means of expression and creative thinking, marketing, quality of content, and consumer feedback for continual adjustments; the third is to strengthen resorts and consumers "relationship" to the user at the core, from the line to the line, through social marketing to enhance contact between the resort and the consumer; the forth is to enhance the development of information technology investment, the resort operators need to focus on the rapid development of geographic information systems, Internet technologies and augmented reality technology, while increasing data mining efforts, technically guarantee systematic integrated marketing communications, the rendering of content adaptation and moderation teach relations. |
