Constructing Of New-media Marketing Pattern Of Tourist Attractions Based On ISMAS & 4I Theories

The innovation and integration of the New-Media have accelerated the rapid development of cultural and creative industries.Based on the advantages of New-Media technology and platform,many domestic tourist attractions have achieved accurate,sustained and efficient marketing.However,the platform,channel and dissemination form of the New-Media are changing rapidly.To obtain both marketing and branding effects,tourist attractions need to balance the interests of various factors including brand,product,channel and tourists,but also find the underlying marketing logic that matches the tourist attractions' own resources and capabilities.By combining 4I network integrated marketing theory and ISMAS marketing principles,this paper constructs a New-Media marketing model for tourist attractions.The model suggests that tourists will experience five stages,getting interested in tourist attraction,gathering information,knowing the word-of-mouth,making purchase action and sharing traveling experience.In the process of New-Media marketing,scenic spots need to satisfying tourists' basic demands of interesting,interest,personality and interaction,and to taking marketing measures in different stages,in which including tourist product designing and showing to stimulation tourists' interest;to achieving precision marketing by building the marketing channels,to managing and maintaining good reputation by using the third-party platform,to utilizing the related industries' resources to expanding consumption in new areas,and to finally maintain the good relationship with the tourism customers by deep interacting.All of these measures can be can be summarized in three steps: telling stories ? building relationships ? optimizing experience.By using this marketing model,this paper takes Jinggang Ancient Town Tourist attraction in Changsha as an example to analyze its current New-Media marketing situation and problems and gives corresponding suggestions to improve the situation.The results of data analysis can also in turn to testing and improving the model itself.