Research on tourism destination marketing strategy based on online word of mouth

Abstract

With the rapid development of mobile and Internet technology, people can more easily understand the local tourism information through mobile and Internet technology. Online word-of-mouth has become a very convenient and low-cost way of communication, which has attracted the attention of tourism enterprises and relevant scholars. Due to the strong particularity of tourism products, tourism destinations must strengthen the marketing management of online word-of-mouth and make full use of positive online word-of-mouth. By analyzing the impact of tourism destination word-of-mouth on tourists' consumption behavior and the problems existing in online word-of-mouth marketing, this paper puts forward targeted solutions, provides a reference basis for tourism destination online word-of-mouth marketing, and provides practical guidance for tourism online word-of-mouth marketing.