A Study on the Countermeasures of Promoting the Tourist Source Market in Xiangshan from the Perspective of Integrated Media Marketing

Abstract

In recent years, the tourism industry has been developing rapidly. In addition, with the goal of “high-quality tourism development”, tourism marketing has played an important role in the process of promoting the high-quality development of the tourism market. As one of the important subjects supporting the development of tourism economy, tourism attractions need to seize the opportunity to change their marketing methods during the 14th Five-Year Plan period, in order to take advantage of the fierce competition in the tourism market. This paper will analyze the results of the survey on the tourism source market of Xiangshan, in order to understand that there are problems such as small size of geographical distribution, single form of source gathering, weak urban radiation, low revisit rate and poor economic benefits in the tourism source market of Xiangshan. Secondly, this paper will propose corresponding countermeasures to tourist source marketing under the perspective of integrated tourism marketing, such as highlighting the focus, integrated marketing, and real-time marketing.