Research On New Media Marketing Optimizing Strategies Of Rural Tourism Scenic Spots In The Internet Era

With the improvement of consumption level and the change of consumption concept,tourism has become the first choice for many families and individual holidays.Influenced by the length of holidays and the pressure of urban life,rural tourism has become the focus and the first choice of urban people because of its close distance,good environment and low price.In recent years,the term "rural tourism" has almost been mentioned in the major documents and reports on ecological construction.As an important branch of tourism,the rise of rural tourism enlightens rural areas to protect the local environment,inherit characteristic culture,develop tourism resources,develop tourism economy and increase rural income,which responds well to the call of Rural Revitalization strategy.According to statistics,the number of netizens in China has reached 830 million,the world has entered the Internet era completely,and the development of new media is also very rapid.The Internet is being widely applied to various industries.The new media based on the Internet has begun to enter the marketing field.The positive development of "Internet + tourism" has become the current trend.Introducing the concept and means of "new media marketing" into the propaganda and operation of "rural tourism" makes this process more challenging.This paper takes Enshiye Three Gorges Country Comprehensive Tourism Scenic Area as the research object.Enshiye Three Gorges Scenic Area belongs to Jianshi County,Enshi Tujia and Miao Autonomous Prefecture,Hubei Province.It is located in the mysterious north latitude of 30 degrees.It spans Huaping,Gaoping and Jingyang Towns,and is adjacent to Badong County in the east.It is an important node to highlight the cultural and ecological resources advantages and build a distinctive folklore tourism circle in Hubei Province.The emergence of the concept of new media marketing and the popularity of the Internet among the public have provided new opportunities for the development of Enshiye Three Gorges Scenic Area.However,the traditional marketing strategy in the early stage of the scenic spot has,under certain circumstances,restrained the transformation and development of Enshiye Three Gorges scenic spot.Based on such a realistic demand,Yesanxia Scenic Spot needs to rely more on the Internet era,continuous innovation and development.Through literature analysis,this paper understands the related theories of previous studies and papers,such as intelligent tourism theory,big data theory,integrated marketing theory and so on,draws lessons from successful experience of rural tourism scenic spots at home and abroad,conducts field investigation and questionnaire survey on Enshiye Three Gorges scenic spot,makes empirical analysis using IPA analysis,and abandons traditional marketing mode in view of Enshiye Three Gorges scenic spot.In order to promote the sustainable development of Enshiye Three Gorges Scenic Spot,the existing problems in the new media and the optimization strategies are provided based on case studies at home and abroad.From an empirical point of view,this paper finds out the problems of Enshiye Three Gorges in new media marketing strategy through IPA analysis method:(1)tourism products are single,cultural connotation is insufficient;(2)lack of investment in publicity,marketing efficiency is low;(3)lack of professional marketing personnel,unable to integrate marketing channels;(4)unclear market division,lack of targeted marketing.In view of these problems,the optimization strategies of new media marketing are put forward: highlighting cultural characteristics,improving the level of facilities,building personalized new media platform by using mutual modern technology,creating thematic tourism and Intelligent Tourism mode,changing the thinking mode of traditional marketing,deepening the connotation of combination marketing,and innovating the rational integration of new and old modes.At the same time,we need to give full play to the advantages of the government to guide and publicize,and give appropriate financial and technical support to promote rural tourism reform and construction.