On the tourism marketing by WeChat official account of Dehong Dai and Jingpo autonomous prefecture for the National Day golden week in 2016 against the backdrop of big data

Abstract

Researchers often discuss marketing strategies against the backdrop of big data, or use big data in tourism marketing. Limited is known about how a destination should use social media for tourism marketing at big data age. The paper is trying to do a tentative exploration for it by taking the WeChat tourism marketing of Dehong Dai and Jingpo autonomous prefecture for the national day golden week in 2016 for instance. Tourists' destinations' marketing by WeChat official accounts for the National Day golden week can be processed into three stages, that is, before the golden week, during the golden week, and after the golden week. Every stage has different marketing tasks. The first stage warms up and attracts tourists, the second gets real-time marketing, and the third summarizes and reviews the golden week. Dehong tourism WeChat marketing articles for the National Day golden week in 2016 were continuous, attractive, useful, and great-looking. But there still existed some problems. No promoted article was launched at the second stage, news' spreading was not timely enough, some titles were confusing, summaries of the golden week was lack of self-examination, etc. Suggestions for improvement are put forward.