Construction of Social Media Tourism Marketing Model Based on ISMAS+4I Theory

Abstract

The innovation and integration of social media has promoted the rapid development of cultural and creative industries. Many domestic tourist attractions have achieved precise, continuous and efficient marketing with the advantages of social media technologies and platforms. Social media such as platforms, channels, and communication methods are changing rapidly. In order to achieve the "combination of quality and efficiency", it is necessary to comprehensively consider the benefits of brands, products, channels, tourists and other aspects to find suitable tourist destinations. The logic of its market potential lies in its resources and capabilities. Combining 4 I network integrated marketing theory and ISMAS marketing rules, a new model of media marketing in tourist attractions is proposed. This model proposes that tourists go through five stages: generating interest, actively searching, understanding word of mouth, buying behavior, and sharing travel. In the process of social media marketing, tourist destinations need to meet the basic needs of tourists for entertainment, interest, personality, interaction, etc., through the creation and display of interesting content at different stages, to stimulate tourists' interest; establish and manage information retrieval channels to achieve precision and individualization; Use third-party certification management to maintain word-of-mouth; integrate relevant industry resources to expand new consumption space; continue to interact with tourists in depth to achieve the marketing steps of relationship precipitation. Establishing contact with tourists is a social media marketing strategy that helps tourists experience. Using this marketing model, taking the Changsha Jinggang Ancient Town scenic spot as an example, through the analysis of the scenic spot marketing status and existing problems, suggestions for optimizing social media marketing are put forward. At the same time, the results of the case analysis further verified the effectiveness of the marketing model proposed in this article and helped us optimize and improve the marketing model.