Research On The Marketing Communication Of Tourism Destination Under The Background Of Social Media

Marketing communication plays an important role in improving the influence of tourism destinations,and has always been highly valued by the industry and academic circles.With the development of internet technology and the wide application of mobile communication devices,social media has become an important information acquisition medium and communication medium for people's daily work and life.In the context of increasingly fierce market competition and rapid information update,how to highlight their own advantages and attract the attention of the public is an arduous task in today's era.Therefore,research on the tourism destination marketing communication needs to been paid attention to by the social media field,analyzes its current situation and seeks development paths.The article mainly selects Jilin Province as the case for the development overview,marketing communication status,characteristics,problems and development measures.By sorting out the relevant literatures of tourism destination marketing communication,the development process of tourism destination marketing media and integrating marketing communication theory,understands the research situation of tourism destination marketing communication,and clears the concept of tourism destination,tourism destination marketing,tourism destination marketing communication.Especially distinguishing between tourism destination marketing and tourism destination marketing communication,providing direction for later content analysis.The research of marketing communication in Jilin Province is mainly analyzed from the marketing communication subjects,audience,media and content.Applies web text analysis,random sampling and stratified sampling to audience analysis,selects Ctrip's 108 online travel records from 2008 to 2019 for analysis.It is found that the tourists' understanding of Jilin Province not only stays in the scenery,but also pays attention to its profound cultural heritage,and tourists are more personalized in the choice of diet,accommodation,transportation,entertainment and so on.In addition,tourists' evaluations of Jilin Province's tourist destinations is high,but there are some aspects of negative evaluations about the imperfect facilities of tourism destination,the inadequacy of products and service.In the case study of marketing communication of tourism destinations in Jilin Province,the paper analyzes the marketing and communication status of Changbai Mountain National Nature Reserve and The Museum of the Imperial Palace of “Manchukuo”,and summarizes the marketing and communication characteristics of Jilin Province's tourism destinations from WeChat,Weibo,short video,live broadcast and forum platforms.It is found that the marketing communication of tourism destinations in Jilin Province has achieved some results in recent years,but there are still some problems.First,there is a lack of evaluation mechanism in management;second,there is no systematic relationship between media;third,there is lack of innovation in the communication marketing model;fourth,there is lack of timely interaction in the process of marketing communication;fifth,there is lack of balance in marketing communication content.In response to these problems,the articel puts forward to six development proposals: integrates marketing communication subjects and channels;perfects the supervised management and effect evaluation mechanism;establishes the marketing communication database centered on tourists;strengthens the Internet thinking of marketing communication staff;diversifies the marketing communication methods;digs deeply into the destination brand culture and creates featured IP.In terms of article innovation,the research perspective breaks through traditional media and new media,takes social media as the background,and then refined to various social platforms.The article uses multiple research methods to analyze the status and characteristics of marketing communication in Jilin Province,and selects well-known tourism destinations in Jilin Province and other provinces' excellent marketing communication cases to demonstrate the validity of samples,ensure the validity of samples,data and conclusions.However,in the selection of the sample,the article only involves some representative cases for analysis,and does not fully cover much more tourist destinations and social media accounts,still need to study more.