Research on Tourism Marketing Strategy Innovation in New Media Era

The new media environment is accepted and loved by an increasing number of audiences for its characteristics of media individuation, diversified forms and dynamic information dissemination. Tourism destination publicity and marketing are the traditional core functions of competent departments. However, with the background of the rapid development of new media, there is a problem that how to adapt to and effectively use new media channels needs to be faced at present. Relying on new media to carry out marketing strategy innovation of tourist destinations, which is of great help to do a good job in the promotion of tourist destinations, improve their reputation and influence. In terms of this, this paper starts with the elaboration of new media and tourism destination marketing, discusses the characteristics of tourism marketing under the new media environment and the main marketing forms of new media, hoping to find effective innovative development strategies for the publicity and marketing of tourism destinations.