基于AISAS模型的旅游目的地网络营销策略研究——以贵州为例

A Study on Online Marketing Strategies for Tourism Destinations Based on the AISAS Model—Taking Guizhou as an Example

摘要: 近年来，随着互联网普及率越来越高，网络营销在各行各业中的重要性愈发显著，已成为驱动市场增长的关键力量。尤其是在旅游业这一竞争激烈的领域，网络营销凭借其独特的优势，迅速崛起为旅游景区不可或缺的重要营销手段。本文基于AISAS模型，从引起注意(Attention)、产生兴趣(Interest)、主动搜索(Search)、采取行动(Action)、进行分享(Share)五个阶段对贵州旅游目的地的现状进行分析，并指出存在的问题，进而提出针对性的优化策略。这些策略旨在提升贵州旅游目的地的网络营销效果，增强游客的参与度和满意度，为贵州旅游业的持续健康发展提供有力支持。

Abstract: In recent years, with the increasing penetration of the internet, online marketing has become increasingly important across all industries, emerging as a key driver of market growth. Especially in the highly competitive tourism sector, online marketing has rapidly risen to become an indispensable marketing tool for tourist attractions due to its unique advantages. This paper analyzes the current state of Guizhou’s tourism destinations based on the AISAS model, examining the five stages of Attention, Interest, Search, Action, and Share, identifying existing issues, and proposing targeted optimization strategies. These strategies aim to enhance the effectiveness of online marketing for Guizhou’s tourism destinations, increase visitor engagement and satisfaction, and provide strong support for the sustained and healthy development of Guizhou’s tourism industry.