新媒体背景下旅游目的地营销策略研究——以长白山为例

Research on Tourism Destination Marketing Strategy under the Background of New Media—Taking Changbai Mountain as an Example

摘要: 在新媒体技术迅猛发展的当下，旅游目的地营销模式正经历着前所未有的变革。长白山作为我国极具影响力的自然与文化旅游胜地，其营销工作在新媒体浪潮中既迎来了机遇，也面临着挑战。本文深入剖析长白山旅游营销的现状，精准识别其在新媒体应用过程中存在的问题，并结合国内外成功案例与理论研究，针对性地提出契合新媒体发展趋势的营销优化策略，旨在为长白山提升市场竞争力、实现可持续发展提供理论参考与实践指导，同时为同类旅游目的地的新媒体营销提供借鉴。

Abstract: In the era of rapid development in new media technology, the marketing model of tourist destinations is undergoing unprecedented changes. Changbaishan, a renowned natural and cultural tourism destination in China, faces both opportunities and challenges in its marketing efforts amid the new media wave. This article provides an in-depth analysis of the current state of Changbaishan’s tourism marketing, accurately identifies the issues encountered during the application of new media, and draws on successful domestic and international cases and theoretical research to propose targeted marketing optimization strategies that align with the trends of new media development. The aim is to provide theoretical references and practical guidance for enhancing market competitiveness and achieving sustainable development for Changbaishan, while also offering insights for the new media marketing of similar tourist destinations.