基于ISMAS4I理论的旅游景区新媒体营销模式构建以靖港古镇为例

基于ISMAS4I理论的旅游景区新媒体营销模式构建以靖港古镇为例一、本文概述Overviewofthisarticle随着信息技术的飞速发展，新媒体营销已经成为推动旅游业发展的关键因素之一。本文将基于ISMAS4I理论，探讨旅游景区如何构建有效的新媒体营销模式，并以靖港古镇为例进行深入分析。ISMAS4I理论作为一种整合营销传播模型，旨在通过信息搜索（InformationSearch）、产品与服务（ProductsandServices）、购买（Purchase）、使用与体验（UsageandExperience）、分享与交互（ShareandInteraction）以及社会化媒体（SocialMedia）六个环节，实现营销信息的有效传递和消费者行为的引导。Withtherapiddevelopmentofinformationtechnology,newmediamarketinghasbecomeoneofthekeyfactorsdrivingthedevelopmentofthetourismindustry.ThisarticlewillexplorehowtobuildaneffectivenewmediamarketingmodelfortouristattractionsbasedontheISMAS4Itheory,andconductin-depthanalysisusingJinggangAncientTownasanexample.TheISMAS4Itheory,asanintegratedmarketingcommunicationmodel,aimstoeffectivelyconveymarketinginformationandguideconsumerbehaviorthroughsixstages:InformationSearch,ProductsandServices,Purchase,UsageandExperience,ShareandInteraction,andSocialMedia.靖港古镇作为具有丰富历史文化和独特旅游资源的景区，在新媒体营销方面具有一定的代表性。本文将通过分析靖港古镇的新媒体营销现状，探讨其在新媒体营销方面存在的问题和不足，进而提出基于ISMAS4I理论的旅游景区新媒体营销模式构建策略。这一研究不仅对靖港古镇本身具有实践指导意义，而且能够为其他旅游景区提供借鉴和参考，推动旅游行业新媒体营销的整体进步。JinggangAncientTown,asascenicareawithrichhistoricalcultureanduniquetourismresources,hasacertainrepresentativenessinnewmediamarketing.ThisarticlewillanalyzethecurrentsituationofnewmediamarketinginJinggangAncientTown,exploreitsproblemsandshortcomingsinnewmediamarketing,andproposeanewmediamarketingmodelconstructionstrategyfortouristattractionsbasedontheISMAS4Itheory.ThisstudynotonlyhaspracticalguidancesignificanceforJinggangAncientTownitself,butalsoprovidesreferenceandinspirationforothertouristattractions,promotingtheoverallprogressofnewmediamarketinginthetourismindustry.二、靖港古镇旅游营销现状分析AnalysisoftheCurrentSituationofTourismMarketinginJinggangAncientTown靖港古镇，位于中国的湖南省，是一座历史悠久、文化底蕴深厚的古镇。近年来，随着旅游业的快速发展，靖港古镇也逐渐成为了游客们的热门目的地。然而，在当前的旅游市场竞争中，靖港古镇的旅游营销仍然存在一些问题，需要对其进行深入的分析和研究。JinggangAncientTown,locatedinHunanProvince,China,isatownwithalonghistoryandprofoundculturalheritage.Inrecentyears,withtherapiddevelopmentofthetourismindustry,JinggangAncientTownhasgraduallybecomeapopulardestinationfortourists.However,inthecurrenttourismmarketcompetition,therearestillsomeproblemsinthetourismmarketingofJinggangAncientTown,whichrequirein-depthanalysisandresearch.靖港古镇的旅游营销方式相对单一，主要依赖于传统的广告和宣传手段，如海报、宣传册、电视广告等。这些方式虽然在一定程度上能够提高景区的知名度，但难以吸引更多的年轻游客和互联网用户。因此，靖港古镇需要探索更加多元化和创新性的营销方式，以吸引更多的目标受众。ThetourismmarketingmethodofJinggangAncientTownisrelativelysingle,mainlyrelyingontraditionaladvertisingandpromotionalmethods,suchasposters,brochures,televisionadvertisements,etc.Althoughthesemethodscanimprovethepopularityofthescenicspottoacertainextent,theyaredifficulttoattractmoreyoungtouristsandInternetusers.Therefore,JinggangAncientTownneedstoexploremorediversifiedandinnovativemarketingmethodstoattractmoretargetaudiences.靖港古镇在新媒体营销方面的投入相对较少，缺乏专业的营销团队和有效的营销策略。在当前的数字化时代，新媒体营销已经成为了旅游营销的重要组成部分。通过社交媒体、短视频、直播等新媒体平台，可以更加直接和有效地与游客进行互动，提升游客的旅游体验。因此，靖港古镇需要加强对新媒体营销的投入，建立专业的营销团队，制定有效的营销策略，以提高其在新媒体平台上的影响力和竞争力。JinggangAncientTownhasrelativelylittleinvestmentinnewmediamarketing,lackingaprofessionalmarketingteamandeffectivemarketingstrategies.Inthecurrentdigitalera,newmediamarketinghasbecomeanimportantcomponentoftourismmarketing.Throughnewmediaplatformssuchassocialmedia,shortvideos,andlivestreaming,itispossibletointeractmoredirectlyandeffectivelywithtourists,enhancingtheirtravelexperience.Therefore,JinggangAncientTownneedstostrengthenitsinvestmentinnewmediamarketing,establishaprofessionalmarketingteam,anddevelopeffectivemarketingstrategiestoenhanceitsinfluenceandcompetitivenessonnewmediaplatforms.靖港古镇在旅游产品的开发和推广方面也存在一定的不足。目前，靖港古镇的旅游产品主要集中在古镇游览、民俗体验等方面，缺乏具有独特性和创新性的旅游产品。在旅游产品的推广上，也缺乏有效的渠道和策略。因此，靖港古镇需要加强对旅游产品的开发和推广，以满足游客的多样化需求，提高其旅游市场的竞争力。JinggangAncientTownalsohascertainshortcomingsinthedevelopmentandpromotionoftourismproducts.Atpresent,thetourismproductsofJinggangAncientTownmainlyfocusonancienttowntourism,folkexperiences,andotheraspects,lackinguniqueandinnovativetourismproducts.Thereisalsoalackofeffectivechannelsandstrategiesforpromotingtourismproducts.Therefore,JinggangAncientTownneedstostrengthenthedevelopmentandpromotionoftourismproductstomeetthediverseneedsoftouristsandimproveitscompetitivenessinthetourismmarket.靖港古镇的旅游营销现状存在一些问题，需要对其进行深入的分析和研究。基于ISMAS4I理论的旅游景区新媒体营销模式构建，可以为靖港古镇提供一种新的思路和方向，帮助其更好地应对当前的旅游市场竞争。TherearesomeproblemsinthetourismmarketingstatusofJinggangAncientTown,whichrequirein-depthanalysisandresearch.TheconstructionofanewmediamarketingmodelfortouristattractionsbasedontheISMAS4ItheorycanprovideanewapproachanddirectionforJinggangAncientTown,helpingitbettercopewiththecurrentcompetitioninthetourismmarket.三、基于ISMAS4I理论的旅游景区新媒体营销模式构建ConstructionofNewMediaMarketingModelforTouristAttractionsBasedonISMAS4ITheory在旅游景区的新媒体营销中，ISMAS4I理论提供了一个有效的框架，帮助我们理解和构建有效的营销模式。以靖港古镇为例，我们将详细探讨如何基于这一理论构建新媒体营销策略。Inthenewmediamarketingoftouristattractions,theISMAS4Itheoryprovidesaneffectiveframeworktohelpusunderstandandconstructeffectivemarketingmodels.TakingJinggangAncientTownasanexample,wewillexploreindetailhowtoconstructnewmediamarketingstrategiesbasedonthistheory.我们需要明确“Sense”（感知）阶段。在这个阶段，我们的目标是让潜在游客对靖港古镇产生初步的认知和兴趣。通过在新媒体平台上发布精美的古镇风光图片、短视频和旅游攻略，我们可以吸引游客的注意力，让他们对古镇的美丽景色和独特文化产生好奇和向往。Weneedtoclarifythe"Sense"stage.Atthisstage,ourgoalistogenerateapreliminaryunderstandingandinterestamongpotentialtouristsinJinggangAncientTown.Bypostingexquisitepictures,shortvideos,andtravelguidesoftheancienttownonnewmediaplatforms,wecanattracttheattentionoftouristsandmakethemcuriousandyearnforthebeautifulsceneryanduniquecultureoftheancienttown.接下来是“Interest&Interactive”（兴趣与互动）阶段。在这个阶段，我们需要通过丰富的内容和互动活动来激发游客的兴趣，并促使他们与我们的新媒体账号进行互动。例如，我们可以举办线上问答、摄影比赛、用户生成内容（UGC）等活动，鼓励游客分享他们在古镇的旅行经历，从而增加品牌曝光度和用户粘性。Nextisthe"Interest&Interactive"stage.Atthisstage,weneedtostimulatetheinterestoftouristsandencouragethemtointeractwithournewmediaaccountsthroughrichcontentandinteractiveactivities.Forexample,wecanorganizeonlineQ&A,photographycompetitions,usergeneratedcontent(UGC)andotheractivitiestoencouragetouriststosharetheirtravelexperiencesintheancienttown,therebyincreasingbrandexposureanduserstickiness.进入“Search”（搜索）阶段，我们需要确保潜在游客在寻找旅游目的地时能够轻松找到靖港古镇。因此，我们需要在新媒体平台上优化搜索关键词，提高古镇的搜索排名。同时，我们还可以通过发布旅游攻略、游记和点评等内容，提升古镇在游客心中的信任度和吸引力。Enteringthe"Search"stage,weneedtoensurethatpotentialtouristscaneasilyfindJinggangAncientTownwhensearchingfortouristdestinations.Therefore,weneedtooptimizesearchkeywordsonnewmediaplatformsandimprovethesearchrankingofancienttowns.Atthesametime,wecanalsoenhancethetrustandattractivenessoftheancienttowninthemindsoftouristsbypublishingtravelguides,travelogues,andreviews.在“Action”（行动）阶段，我们的目标是促使游客产生实际的预订或购买行为。为此，我们可以与在线旅游平台合作，提供便捷的预订服务，并在新媒体平台上发布优惠活动和特价产品，吸引游客下单。同时，我们还可以通过用户评价和推荐等方式，增加游客对古镇的信任感，促进购买决策。Inthe"Action"phase,ourgoalistoencouragetouriststoengageinactualbookingorpurchasingbehavior.Tothisend,wecancollaboratewithonlinetravelplatformstoprovideconvenientbookingservices,andpublishpromotionalactivitiesanddiscountedproductsonnewmediaplatformstoattracttouriststoplaceorders.Atthesametime,wecanalsoincreasetourists'trustintheancienttownandpromotepurchasingdecisionsthroughuserevaluationsandrecommendations.在“Share”（分享）阶段，我们需要鼓励游客在旅行结束后将他们的经历和感受分享到社交媒体上。这不仅可以增加品牌的曝光度，还可以吸引更多的潜在游客。为此，我们可以设置分享奖励机制，如推出“晒照片赢大奖”等活动，激励游客积极分享他们的旅行故事。Inthe"Share"stage,weneedtoencouragetouriststosharetheirexperiencesandfeelingsonsocialmediaafterthetripends.Thiscannotonlyincreasethebrand'sexposure,butalsoattractmorepotentialtourists.Forthis,wecansetupasharingrewardmechanism,suchaslaunchingactivitiessuchas"sharingphotostowinprizes",toencouragetouriststoactivelysharetheirtravelstories.基于ISMAS4I理论的旅游景区新媒体营销模式构建需要我们在感知、兴趣与互动、搜索、行动和分享五个阶段进行有针对性的策略设计。通过充分利用新媒体平台的特点和优势，我们可以有效地提升靖港古镇的品牌知名度和吸引力，促进旅游业务的持续发展。TheconstructionofanewmediamarketingmodelfortouristattractionsbasedontheISMAS4Itheoryrequirestargetedstrategydesigninfivestages:perception,interestandinteraction,search,action,andsharing.Byfullyutilizingthecharacteristicsandadvantagesofnewmediaplatforms,wecaneffectivelyenhancethebrandawarenessandattractivenessofJinggangAncientTown,andpromotethesustainabledevelopmentoftourismbusiness.四、靖港古镇新媒体营销策略建议SuggestionsforNewMediaMarketingStrategiesinJinggangAncientTown基于ISMAS4I理论，靖港古镇的新媒体营销策略应围绕“Interest（兴趣）、Search（搜索）、Mouth（口碑）、Action（行动）和Share（分享）”这五个阶段进行深度规划和实施。以下是具体的策略建议：BasedontheISMAS4Itheory,thenewmediamarketingstrategyofJinggangAncientTownshouldbedeeplyplannedandimplementedaroundfivestages:"Interest","Search","Mouth","Action",and"Share".Thefollowingarespecificstrategyrecommendations:兴趣激发阶段：通过精心制作的新媒体内容，如短视频、旅游攻略、故事分享等，展现靖港古镇的独特魅力，激发潜在游客的兴趣。内容应突出古镇的历史文化、自然风光、民俗风情等特色，让受众在浏览过程中产生强烈的好奇心和探索欲望。Intereststimulationstage:Throughcarefullycraftednewmediacontentsuchasshortvideos,travelguides,storysharing,etc.,showcasetheuniquecharmofJinggangAncientTownandstimulatetheinterestofpotentialtourists.Thecontentshouldhighlightthehistoricalandcultural,naturalscenery,folkcustoms,andothercharacteristicsoftheancienttown,sothattheaudiencecandevelopastrongcuriosityanddesiretoexploreduringthebrowsingprocess.搜索信息阶段：在受众产生兴趣后，他们往往会通过搜索引擎或社交媒体了解更多的信息。因此，靖港古镇应优化搜索引擎关键词，提高在搜索结果中的曝光率。同时，通过社交媒体平台发布官方信息，建立权威的信息发布渠道，确保游客能够获取准确、全面的古镇信息。Searchinformationstage:Aftertheaudiencebecomesinterested,theyoftenlearnmoreinformationthroughsearchenginesorsocialmedia.Therefore,JinggangAncientTownshouldoptimizesearchenginekeywordsandincreaseexposureinsearchresults.Atthesametime,officialinformationisreleasedthroughsocialmediaplatformstoestablishauthoritativechannelsforinformationdissemination,ensuringthattouristscanobtainaccurateandcomprehensiveinformationabouttheancienttown.口碑传播阶段：口碑是影响消费者购买决策的重要因素。靖港古镇应积极利用新媒体平台，如微博、微信、抖音等，鼓励游客分享他们的旅行体验，发布高质量的游客评价和游记。还可以与旅游博主、网红等合作，邀请他们到古镇体验并分享给粉丝，从而扩大口碑影响力。Wordofmouthcommunicationstage:Wordofmouthisanimportantfactoraffectingconsumerpurchasingdecisions.JinggangAncientTownshouldactivelyusenewmediaplatforms,suchasWeibo,WeChat,Tiktok,etc.,toencouragetouriststosharetheirtravelexperienceandpublishhigh-qualitytouristreviewsandtravelnotes.Youcanalsocollaboratewithtourismbloggers,internetcelebrities,andinvitethemtoexperienceandsharewithfansintheancienttown,therebyexpandingtheirreputationandinfluence.行动决策阶段：在吸引游客产生兴趣、提供全面信息并建立良好的口碑后，靖港古镇需要为游客提供便捷的购票和预订服务。通过新媒体平台，如官方网站、微信公众号等，提供一键购票、酒店预订、导游讲解等功能，使游客能够轻松完成旅行计划。Actiondecision-makingstage:Afterattractingtourists,providingcomprehensiveinformation,andestablishingagoodreputation,JinggangAncientTownneedstoprovideconvenientticketingandbookingservicesfortourists.Throughnewmediaplatforms,suchastheofficialwebsite,WeChatofficialaccount,etc.,weprovideone-stopticketpurchase,hotelreservation,tourguideexplanationandotherfunctions,sothattouristscaneasilycompletetheirtravelplans.分享反馈阶段：游客完成旅行后，鼓励他们通过新媒体平台分享自己的旅行经历和感受。同时，建立游客反馈机制，及时收集和处理游客的意见和建议，不断优化产品和服务。这样不仅能增强游客的忠诚度和满意度，还能吸引更多潜在游客。Feedbacksharingstage:Aftercompletingtheirtrip,encouragetouriststosharetheirtravelexperiencesandfeelingsthroughnewmediaplatforms.Atthesametime,establishafeedbackmechanismfortourists,collectandprocesstheiropinionsandsuggestionsinatimelymanner,andcontinuouslyoptimizeproductsandservices.Thisnotonlyenhancestheloyaltyandsatisfactionoftourists,butalsoattractsmorepotentialtourists.基于ISMAS4I理论的靖港古镇新媒体营销策略应注重激发游客兴趣、提供全面信息、建立良好口碑、提供便捷服务和促进分享反馈。通过这五个阶段的有机结合和持续优化，靖港古镇将能够在新媒体营销领域取得更好的成果，吸引更多游客前来体验。ThenewmediamarketingstrategyofJinggangAncientTownbasedontheISMAS4Itheoryshouldfocusonstimulatingtouristinterest,providingcomprehensiveinformation,establishingagoodreputation,providingconvenientservices,andpromotingsharingandfeedback.Throughtheorganiccombinationandcontinuousoptimizationofthesefivestages,JinggangAncientTownwillbeabletoachievebetterresultsinthefieldofnewmediamarketing,attractingmoretouriststocomeandexperience.五、结论Conclusion本文基于ISMAS4I理论，对旅游景区新媒体营销模式进行了深入探讨，并以靖港古镇为例进行了实证研究。通过对靖港古镇的新媒体营销现状进行分析，结合ISMAS4I理论，提出了针对性的新媒体营销模式构建策略。ThisarticleisbasedontheISMAS4Itheoryandconductsanin-depthexplorationofthenewmediamarketingmodelfortouristattractions,usingJinggangAncientTownasanexampleforempiricalresearch.ByanalyzingthecurrentsituationofnewmediamarketinginJinggangAncientTownandcombiningwiththeISMAS4Itheory,targetedstrategiesforconstructingnewmediamarketingmodelshavebeenproposed.研究结果表明，基于ISMAS4I理论的旅游景区新媒体营销模式能够有效提升景区的品牌知名度、游客满意度和忠诚度，进而促进景区可持续发展。具体而言，该模式通过整合信息、吸引注意、促进互动、达成购买和分享体验五个阶段，形成了完整的营销闭环，实现了景区与游客之间的有效沟通和互动。TheresearchresultsindicatethatthenewmediamarketingmodelfortouristattractionsbasedontheISMAS4Itheorycaneffectivelyenhancethebrandawareness,touristsatisfaction,andloyaltyofthescenicarea,therebypromotingthesustainabledevelopmentofthescenicarea.Specifically,thismodelfor