摘　要

旅游业的迅速发展使得旅游景区之间的竞争日益激烈。旅游景区要想在这个环境中取得优势，一个重点就是进行新媒体营销，不断地推广旅游景区的产品，传播旅游景区的效益。伴随着信息技术的发展，新媒体技术逐渐成熟，新媒体时代悄然来临，对旅游者的影响巨大。旅游者的个性化需求日益明显，旅游营销传播方式也发生了重大变化。满足旅游者的需求的前提下，研究符合武夷山规律的营销方案，对提高武夷山风景名胜区旅游业的竞争力，在旅游业中获得营销优势具有重要意义。但是，武夷山景区还存在知名度低、营销方式单一、特色资源挖掘不够深入等问题。针对这些问题，武夷山景区应提高宣传力度，解锁不同的新媒体营销方案，开发文化资源等。真正做到保护与传承，促进武夷山风景名胜区的旅游发展。

关键词：新媒体营销；武夷山景区；旅游景区；社交平台

Abstract

The rapid development of tourism makes the competition between scenic spots increasingly fierce. If tourist attractions want to gain advantages in this environment, one of the key points is to carry out new media marketing, constantly promote the products of tourist attractions, and spread the benefits of tourist attractions. With the development of information technology, new media technology is gradually mature, and the new media era is quietly coming, which has a huge impact on tourists. The personalized demand of tourists is increasingly obvious, and the mode of tourism marketing communication has also undergone significant changes. On the premise of meeting the needs of tourists, it is of great significance to study the marketing scheme in line with the law of Wuyishan to improve the competitiveness of Wuyishan Scenic Spot Tourism and gain marketing advantages in tourism. However, there are still some problems in Wuyishan Scenic Spot, such as low popularity, single marketing mode, and insufficient exploration of characteristic resources. In view of these problems, Wuyishan Scenic Spot should enhance publicity, unlock different new media marketing programs, and develop cultural resources. We should really protect and inherit, and promote the tourism development of Wuyishan Scenic Area.

Key words: New media marketing; Wuyishan Scenic Area; Tourist attractions; Social platform

目 录

引言

（一）研究背景与意义…………………………………………………………………（1）

（二）研究思路与结构…………………………………………………………………（1）

二、新媒体营销概述

（一）新媒体营销概念…………………………………………………………………（1）

（二）新媒体营销征……………………………………………………………………（2）

三、新媒体在旅游景区营销中的运用

（一）主要营销方式……………………………………………………………………（3）

（二）新媒体的运用……………………………………………………………………（4）

四、旅游景区新媒体营销策略分析

（一）积极开发文化创意商品………………………………………………………（5）

（二）景区各方发挥合力……………………………………………………………（5）

（三）借助社交平台…………………………………………………………………（6）

五、新媒体背景下武夷山旅游营销策略改进

（一）打造武夷山景区的文创产品……………………………………………………（6）

（二)武夷山景区发挥合力……………………………………………………………（7）

（三）通过新媒体APP加强与游客的沟通……………………………………………（8）

（四）基于新媒体背景的可持续发展 ………………………………………………（9）

六、结语………………………………………………………………………………（10）

参考文献 ……………………………………………………………………………（11）

致谢……………………………………………………………………………………（11）