Research On New Media Publicity Strategy Of Rural Tourism In Guizhou From The Perspective Of Media Situation Theory

On the eve of the Spring Festival in 2021,when Xi Jinping visited Guizhou,he stressed that good ecological environment is the biggest development advantage and competitive advantage of Guizhou.We must firmly establish the guidance of ecological priority and green development."We must continue to promote rural revitalization,accelerate the modernization of agricultural and rural areas,and promote rural revitalization with traditional culture".Guizhou has created its unique,mysterious and diverse tourism cultural resources because of its unique topography,rich and colorful national cultural resources and good climate conditions.These tourism cultural resources are distributed in the vast rural areas.The development of rural tourism is of great significance to Guizhou's practice of the development concept of national ecological civilization,inheritance of national culture,and development of rural tourism It is of great practical significance and far-reaching influence to protect the local original ecological resources,help rural revitalization,increase farmers' income and promote rural economic development.New media is a media form based on the development of digital technology,network technology and mobile terminal.Because of its high coverage,fast integration and strong penetration,the boundaries of time and space have been broken,and the form of information dissemination has been further innovated,which has brought new opportunities for tourism publicity and gradually become an important way of tourism integration publicity.Taking tiktok's media situation theory as the breakthrough point,this paper selects six new media platforms,such as We Chat,micro-blog,jitter,tourism website,tourism APP,live broadcast as the specific research objects,from We Chat's acquaintance social scene,Sina micro-blog's real-time hot search scene,tiktok,short sighted three-dimensional dissemination scenarios,and tourism website's information gathering scene.This paper analyzes the "humanization trend" of tourism app and the "front" and "back" scenes of live broadcast platform,and studies the propaganda status,existing problems and solutions of rural tourism in Guizhou through field research,questionnaire survey and interview.Through the research,it is found that there are some problems in the publicity of rural tourism in Guizhou,such as the content of new media needs to be improved,the way of publicity needs to be updated,and the publicity path is lack of pertinence.In order to improve the visibility,increase the exposure,get into the public view,and improve the brand efficiency of rural tourism in Guizhou,we must have a good publicity strategy,To establish a perfect tourism product service system,we should improve the publicity methods and create a publicity mode suitable for users' habits.Finally,we must improve the publicity path and formulate a scientific and effective new media publicity matrix;It is hoped that the research of this paper can provide a new engine for the development of rural tourism in Guizhou and inject vitality into the new era.