Research On New Media Marketing Strategy Of Tourism Destination ——Taking Jiangmen Gudou Hot Spring As An Example

In the Internet era,the new media has been widely spread and the marketing modes of new media are also more rich and diversified.New media represented by wechat,Tik Tok,Xiaohongshu,search engine and tourism e-commerce are playing an increasingly important role in the marketing and publicity of tourism destinations.The development of new media marketing brings opportunities and challenges to the marketing methods of tourism destinations.More and more tourism destinations break through the competition through new media marketing and communication,quickly become popular tourism destinations,obtaining good economic and social benefits.However,in the new media marketing,some tourism destinations have greatly increased the marketing cost due to blindly following the trend,unclear goals,inaccurate positioning and other problems.What's worse,no results can be seen for a long time,which restricts the marketing performance.Therefore,it is necessary to clarify the goals and strategies of new media marketing in tourism destinations in order to promote the improvement of marketing performance.Taking Jiangmen Gudou hot spring as an example,this paper studies the current situation and strategy of tourism destination marketing under the new media environment through questionnaire survey and literature analysis to find the existing problems and reasons in new media marketing.From an empirical point of view,this paper evaluates the marketing performance of new media communication through IPA method,extracts the main channels for tourists to obtain tourism information of Jiangmen Gudou hot spring and the effect of new media marketing communication through factor analysis method,comprehensively analyzes the relationship between traditional media,new media marketing and tourists' perception,so as to put forward the optimization strategy of new media marketing,to help tourism destinations make better use of the new media marketing,to improve marketing effectiveness and to promote the vigorous development of tourism destinations.