Research on the Marketing of Tourism WeChat Public Account based on 4I Principles: The Case of Zhaotong City

DOI: https://doi.org/10.62517/jtm.202413111

Author(s)

Tingfei Wang, Qi Yang*, Xiucui Yang, Mengyun Liu

Affiliation(s)

School of Geographic Science and Tourism, Zhaotong College, Zhaotong 657000, Yunnan, China *Corresponding Author.

Abstract

As a product of social media, WeChat Public Account is a new way for tourism destinations to utilize its social attributes to carry out marketing, and it is also an important way for tourism destinations to utilize WeChat for marketing at present. This paper takes the WeChat Public Account of Zhaotong city tourism as an example, combines the 4I principles of new media marketing, researches and analyzes the current situation of WeChat Public Account marketing of Zhaotong city tourism destination through questionnaire survey, data survey analysis, etc., and finds that WeChat Public Account of Zhaotong city tourism destination has problems such as mismatch between marketing information and audience demand, insufficient attractiveness, and unsatisfactory interactive feedback effect, etc., and therefore proposes to increase interactivity, and enhance interesting, in order to provide reference for the further development of WeChat Public Account of Zhaotong city tourism destination, so that Zhaotong city tourism destination better play its positive role.

Keywords

4I Marketing Principles; Wechat; Zhaotong City; Tourism Destination

References

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