Integrated Marketing Communication Research Of Tourism Destinations

With the rapid development of China's economy and people's living standards, tourism has turned into the best choice of leisure and entertainment for people to enjoy their life. The published polices, On Accelerating the Development of Tourism and Opinions on Promoting the Reformation and Development of Tourism also suggest that enhancing the development of tourism has been heightened to the strategic level by the government, there's no doubt that the development of the tourism market will embrace the great policy environment. Under the background mentioned above, every province has focused on the development of local tourism resources, aiming to improve their competitiveness in tourism market. Dunhuang is located in the vital transport corridor of ancient China--the Silk Road, and is famous around the world by its Mogao Caves and Dunhuang Murals, its rich tourism resources and profound cultural heritage attract tourists from all over the world. Moreover, with the advancement of the national strategy of Along the Way, as the famous historic city on the ancient Silk Road, Dunhuang will usher in better opportunities for development.This paper bottoms on the theoretical framework of integrated marketing communication, based on relevant literatures about domestic and international tourism destination research of integrated marketing communication, applying literature analysis, qualitative research, case study and other research methods to analyze the current situation of Dunhuang's tourism destination marketing communication. For existing problems, this paper integrated four main aspects of marketing subject, tourism resources, broadcasting contents and distribution channels, and advanced coping strategy of establishing the effective interactive feedback platform which is tourists' demand oriented.In this study, the author integrated marketing, communications and a variety of other disciplines. Such multi-disciplinary crossing research will not only deepen the research of study but also broaden the scope of the study of communications, which is the innovation of this paper and also the difficulty lies. Through this thesis research, the author hopes to be able to seek a more reasonable and effective way for marketing communications of Dunhuang tourism destination, and to improve its market competitiveness, thus accomplishing transition with scientific planning and integration.