Research on Tourism Marketing Strategy Based on the Portrait of Wenyi Qingnian Tourist Group

DOI

10.2991/aebmr.k.220404.078How to use a DOI?

Keywords

Destination self-consistency; network text analysis; wenyi qingnian; customer group portrait

Abstract

Precise marketing is one of the trends for the service industry, it means nowadays, many consumers are keen on personalized as well as diversified consuming experience. When it comes to the tourism industry, there are a lot of examples of precise marketing, like wenyi tourist destinations have gained popularity on social media in recent years, many tourist destinations and enterprises try to attract target guest groups with the label of wenyi image, but there are few papers studying on the target consumer groups of this kind of destinations. In this paper, the research team captured the network text from Zhihu, a popular ChineseQ&A platform, and analysed the self-portrait of the target group of the wenyi destination systematically. The coding results reveal that there are many outstanding characteristics of wenyi qingnian in both behavior(237) and psychology(193), providing a reference for relative tourist destinations’ precise marketing strategies which are aimed at their target customer group.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Minxian Li
AU  - Xiaowei Yang
AU  - Xuang Ren
AU  - Sanchun Qing
PY  - 2022
DA  - 2022/04/18
TI  - Research on Tourism Marketing Strategy Based on the Portrait of Wenyi Qingnian Tourist Group
BT  - Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)
PB  - Atlantis Press
SP  - 410
EP  - 414
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220404.078
DO  - 10.2991/aebmr.k.220404.078
ID  - Li2022
ER  -