Research On Promotion Strategy Of Tourism Live Broadcasting

In recent years,domestic webcasting has rapidly emerged and the scale of the online marketing market has continued to expand.The "live +" and the inclusive characteristics of various industries,especially the unique advantages of the live broadcast of the "follow-and-go",have become a new promotion breakthrough in the tourism industry.Due to the real-time dynamics and the sensation of the music,the live broadcast of the tour allows the audience to experience the charm of the destination in an immersive way,in order to reach the desire of the audience.Based on this situation,we should strengthen the study of the attractiveness of the live broadcast of the audience.This article takes the "fantastic snow and ice crown" as a tourist live broadcast,and studies the process of "staring" the destination with the live media and the host's "display service" to the tourist destination,and discusses the existence of the live broadcast promotion strategy.Questions and suggestions for improvement.At present,tourism destination marketers carry out landscape packaging for live broadcast anchors,tourist destination resources and live broadcast activities during the live broadcast of the tour to better attract potential travel consumers.The research mainly focused on the promotion process of the audience's "gaze" from the live destination,the "guided" promotion strategy of the anchor and the popular promotion strategy of the government.The three aspects of the live broadcast process were conducted to analyze the live broadcast of the live broadcast audience."Points and audiences "gaze" psychology,"host gaze" to effectively disseminate information on tourist destinations,the realization of the participation of the audience,the promotion of tourism live broadcast to achieve the best way.This paper uses the literature research method and the quantitative research method,uses the "5W mode" communication theory to analyze the characteristics of the live broadcast of the live broadcast and the case situation;using the comparative method and the case study method to compare and analyze the more influential live broadcast of live broadcast activities.Understand the promotion strategy of the live broadcast and the dissemination effect;finally,summarize the common problems existing in the live broadcast and propose solutions.The research results of this paper provide a new idea for the promotion of tourism destinations,and have certain guiding significance for the development of tourism live broadcasting.