Study On New Media Marketing Strategy Of Rural Tourism In Gutian County

With the rise of self-driving tours and the growing maturity of individual tourists,rural tourism is more and more popular,and the competition of the tourism industry is increasingly fierce.Marketing communication is one of the important ways for tourist attractions to be competitive and win tourists.As a new thing,rural tourism has the characteristics of insufficient awareness and large regional dispersion.It also requires effective marketing.Traditional marketing methods,such as tourism departments and travel agencies,have not been able to effectively attract tourists through agencies,broadcasting,newspapers,and television.With the rapid development of information communication technology,the marketing method based on the internet has been widely used in the tourism industry,brought a new subject—— new media marketing,which promotes the rapid development of tourism including rural tourism.The paper first expounds the current situation of rural tourism development in Gutian County.The significance of the study lies in the advantages of using and developing new media communication to help Gutian rural tourism to gain greater competitive advantages.This paper systematically combs the research of rural tourism,integrated marketing communication,and the study of new media,defines the relevant academic concepts,and compares the advantages between the new media and the traditional media.In the main part,using the methods of questionnaire survey,interview and statistical description analysis,the current situation of new media marketing and dissemination in rural tourism in Gutian County was investigated from the aspects of new media dissemination channels and dissemination effects.The analysis results show that there are some problems in the development of rural tourism,such as the low degree of new media use,the weak integrated marketing concept,and the unclear target orientation.On the basis of this,this paper puts forward that some optimization strategies,such as integrated marketing of new rural tourism in Gutian county should focus on platform planning,improve integrated marketing concept,create a full set of tourism schemes,crisis public relations management,etc.