With the steady development of economy and the improvement of people's living standards, tourism activities have gradually become an important part of people's lives, which has promoted the vigorous development of the domestic tourism market. With the increasingly fierce competition among tourism product manufacturers, the promotion of tourism products relies more and more on media advertisements to expand its influence and attract tourists. Advertising and promoting tourism products have become an important symbol of tourism marketization. Tourism advertisements gradually stand out from ordinary commodity advertisements and become special advertising categories. Therefore, according to the characteristics and current situation of China's current tourism market, it is a new topic of tourism research to study the application of media advertising in tourism promotion.
1. 1 the meaning of tourism advertisements
As an important means to promote the sales of tourism products, tourism advertisements are invested and published by tourism enterprises. Tourism advertisers mainly refer to paid, organized, comprehensive, persuasive and impersonal information dissemination activities related to tourism products, tourism services and tourism information funded by tourism enterprises through various media. Tourism advertising is to widely publicize and promote tourism products by various media means, effectively promote the sales of tourism products, and thus help tourism enterprises obtain economic benefits.
Tourism advertising requires advertisers to master the characteristics and methods of advertising, closely combine the characteristics and characteristics of tourism products, and effectively promote tourism products through tangible visual effects or persuasive publicity channels to cater to tourists' consumption behavior and psychology. While visually expressing tourism products, how to highlight the value of intangible services hidden in tourism products, how to show the cultural origin and image connotation in tourism products, and how to stimulate the tourism needs of the audience and finally urge them to take action should be the key issues for tourism advertisers.
1.2 Research Status of Tourism Advertising
Not commensurate with the rapid development of the tourism market, the application and research of tourism advertisements are very weak. The theoretical research on tourism advertising at home and abroad is still in the general stage, and scholars and researchers have not yet formed a * * * understanding of the basic theory. There are few monographic studies and books on tourism advertisements, such as "Advertising in Tourism and Leisure Industry" (Morga &: Pritchard, 1998), which has been widely recognized and disseminated. The Practice of Tourism Advertising published by East China Normal University in Shanghai is one of the monographs on tourism advertising in China. However, the book is only elaborated through some practical cases, and no practical methods or strategies have been extracted from it. Journal of Tourism and Journal of College also published some case studies. Generally speaking, the theoretical and applied research of tourism advertising is still immature. On the one hand, the theoretical study of tourism advertising comes from the theoretical study of mass communication, and on the other hand, it is mainly an extension of the study of tourism destination image. However, both of them are one-sided in the application research of tourism advertising, and their theoretical research is not in-depth and practical guidance is of little significance.
Second, the main characteristics of tourism advertising
As a classified advertisement, tourism advertisement has all kinds of characteristics of general commercial advertisements, such as compensation, timeliness, purpose, directionality, diverse forms and extensive content. In addition, due to the characteristics of tourism products in production, sales, promotion and consumption, tourism advertisements also have other characteristics different from general commercial advertisements, mainly as follows:
2. 1 The high involvement of tourism products requires the high interactivity of advertising communication.
The "interactivity" in communication refers to the intelligent, complex, multi-directional and dynamic characteristics that occur between two or more parties. Hett pointed out that the core concept of interaction is "information control", that is, information recipients control information. Stuart (1992) put forward the "horizontal classification definition of media interaction" and put forward two main methods to define media interaction: person-to-person interaction and person-to-message interaction. Interpersonal interaction refers to the two-way communication between information sender and information receiver, that is, the high interactivity of communication. According to the two latitudes of interpersonal interaction and interpersonal communication, Chang-Hoan Cho and others summarize the interaction of advertising as: the degree to which people participate in advertising activities through interaction with advertising information and advertisers. The essence of advertising interaction is the degree to which the audience controls the advertising information. Chang-Hoan Cho and others first put forward the relationship between advertising interactivity and consumption involvement through experimental measurement. The higher the involvement of product purchase, the higher the information exchange requirements between consumers and advertisers, the smoother the communication, and the stronger the interaction of advertisements.
Philip kotler, the father of marketing, pointed out in his famous "Marketing Management" that "more complicated and expensive decisions often condense the repeated measurement of buyers, and also include many participants in purchasing decisions". There is no doubt that tourism products are products with high stakeholders, especially at present, tourism consumption in China is far from becoming a necessity in people's daily life. Before making a travel decision, tourists need to go through repeated information collection, sorting, comparison, screening and decision-making, and they also need to make a lot of preparations before going out. In addition, the remoteness and cross-culture of tourism activities, as well as the strangeness and insecurity brought by remoteness, will enhance tourists' demand for information exchange with destinations, tourism enterprises and other tourists who have had relevant experiences. In view of this kind of consumption psychology, tourism advertisers can provide a highly interactive communication and information exchange platform to help tourists deepen their understanding and memory of their tourism products, better help tourists make tourism decisions and enjoy the tourism experience.
2.2 The comprehensiveness of tourism products determines the high three-dimensional advertising information.
Tourism products include not only the tangible features of various scenic spots and reception facilities, but also the intangible services based on reception facilities, involving all aspects of tourism organizers, reception departments and service personnel. The comprehensiveness of tourism products determines that the information content in the advertising of tourism products is extremely high. Advertisers are required to provide three-dimensional information resources, including horizontal information of tourist attractions, transportation, catering accommodation, shopping and other reception facilities. They must also provide tourists with relevant knowledge such as common sense of tourism, advantages and characteristics of scenic spots, aesthetic appreciation, history and culture, and contingency survival through different forms of vertical information, so as to enrich the knowledge of tourists or potential tourists and help tourists better achieve the aesthetic pleasure effect of tourism. In addition, the appearance of tourism advertisements as "information" has also played a role in blurring the boundaries of advertisements, which can better narrow the distance between tourism enterprises and consumers.
2.3 The unity of time and space in the production and marketing of tourism products determines the diversification of advertising forms.
The essential feature of tourism products is the unity of production and sales in time and space. The production process of tourism products is the process of tourists consuming products, and tourists are essentially involved in the production process of tourism products. Therefore, how to better guide and control tourists to participate in this process is the key to the smooth progress of tourism activities. Therefore, the guidance, education, aesthetic and cultural edification of tourists before, during and after tourism activities is also one of the key considerations for tourism enterprises to carry out tourism advertisements. In addition to providing three-dimensional tourism information, tourism advertisers should also integrate specific tourism product advertisements in various forms, such as television, newspapers, magazines, internet and public welfare activities, so as to cultivate the market for tourists and promote tourism products.
2.4 The nature of tourism consumption determines the distinctive personalization of advertising information.
Tourism consumption is an experiential consumption. Due to the interaction among tourists, tourism service personnel and destination residents, the tourism experience is strongly influenced by emotional factors. The consumption behavior of tourists and the individualization of tourism experience determine that the demands of tourism advertisements are highly personalized. Tourism enterprises must adopt corresponding advertising strategies and forms according to different target markets and different advertising audiences, and fully reflect the uniqueness of tourism products in order to attract tourists better. With the application of new media technology, the segmentation, personalization and pertinence of tourism advertising information will be more distinct, and advertising production and release will also develop in the direction of "personalized customization".
2.5 The remoteness of tourism experience determines the richness and versatility of advertising appeal.
Tourism is an aesthetic and pleasant experience for tourists to leave their usual environment and go to different places. The remoteness of tourism activities will affect tourists' tourism perception, and foreign culture, folk customs, living habits and unfamiliar environment will bring certain strangeness, insecurity and strangeness to tourists. This requires that when promoting tourism products, tourism advertisements should focus on stimulating tourists' desire to travel and eliminating tourists' vigilance and rejection of foreign cultures. The appeal of advertising must combine emotional appeal with rational introduction. On the one hand, people's psychology of seeking beauty and novelty is used to make emotional advertisements that can induce tourists' desire to travel; On the other hand, through various channels to provide tourists with rational tourism-related information, help tourists to eliminate doubts and concerns, deal with some problems encountered in the process of tourism, advertise with rich and diverse information, and more effectively promote the image of tourism products and tourist destinations.