An Empirical Study on the Effect of Tourism Marketing and Communication: Taking OCT Cultural Tourism Festival as an Example

Abstract

As one of the components of the cultural tourism festival, the new media marketing activities of enterprises play a significant role in promoting the expansion of the tourism market. Taking the OCT Cultural Tourism Festival as an example, this paper uses the AHP-Fuzzy Comprehensive Evaluation method and the ROST CM text analysis method from the perspective of audience perception to evaluate the marketing effect and existing problems of the "Summer Travel Manifesto" held on Bilibili, and puts forward the corresponding theoretical suggestions. The results show that poor track matching, unclear perception image and poor video quality are the problems of the videos, which may affect the whole quality of this activity. In the future, the new media marketing activities should improve the effect of new media marketing activities by further improving the activity planning, increasing interaction with participants and strengthening the perception and guidance of participants, and finally form a complete set of closed-loop feedback system of the whole activity.

The dissemination effect of human-computer interactive advertising news—Using the theory of media audience and emotion management

“…Specific performances include, the advertisement can't attract the attention of the audiences, and the audiences quickly pull away after clicking into the advertisement page. Thereout, the dissemination strategy of the audience-centered IOA will become an empty talk only on paper, resulting in a great mass of waste of time cost, material cost, and labor cost of advertisers and advertising companies (Fang and Shi, 2019;Li et al, 2021).…”