1. Overview and current situation of tourism advertisements in China
With the steady development of economy and the increasing 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. The competition among the manufacturers of tourism products is becoming increasingly fierce, and the promotion of tourism products is increasingly relying on media advertisements to expand their influence and attract tourists. The publicity and promotion of tourism products through advertisements has become an important symbol of the marketization of tourism industry. Tourism advertisements gradually stand out from ordinary commodity advertisements and become specialized 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 advertisement
as an important means to promote the sales of tourism products, tourism advertisement is invested and released by tourism enterprises. Tourism advertisers mainly refer to paid, organized, comprehensive, persuasive and Non-personal 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 using various media means, effectively promote the sales of tourism products, and thus help tourism enterprises obtain economic benefits.
Tourism advertisements require 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 propaganda channels, aiming at catering 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, how to arouse the tourism needs of the audience and promote them to take action at last should be the key considerations of tourism advertisers.
1.2 The imbalance between the research status of tourism advertisements and the rapid development of the tourism market is that the application and research of tourism advertisements are weak, and the theoretical research of tourism advertisements at home and abroad is in a general stage, and scholars and researchers have not yet formed a * * * knowledge on the basic theory research. There are few monographic studies and books on tourism advertising research, such as Advertising in Tourism and Leisure Industry (Morga &: Pritchard, 1998) is a monograph on tourism advertising which has been widely recognized and disseminated at present. The Practice of Tourism Advertising published by Shanghai East China Normal University is one of the monographs on tourism advertising in China. However, the book is only elaborated through some actual cases, and no practical methods or strategies have been extracted from it. The Journal of Tourism and the Journal of the College have also published some articles on case studies. Generally speaking, the theoretical and applied research of tourism advertising is still immature. On the one hand, the theoretical research of tourism advertising comes from the reference of the theoretical research of mass communication, on the other hand, it is mainly an extension of the research of tourism destination image, but both of them are one-sided in the application research of tourism advertising, and the theoretical research is not in-depth and has little practical guiding significance.
second, the main characteristics of tourism advertisements
as a classified advertisement, tourism advertisements have all kinds of characteristics of general commercial advertisements, such as compensation, timeliness, purposefulness, directionality, various forms and extensive contents. 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 high interactivity of advertising communication
The "interactivity" in communication is intelligent, complex, multi-directional and dynamic. Heeter pointed out that the core concept of interaction is "information control", that is, the information receiver controls the information. Steuer(1992) put forward "the horizontal classification definition of media interaction", and put forward two main definition methods of media interaction: Human-human interaction and Human-message interaction. Interpersonal interaction refers to the two-way communication between the information sender and the information receiver, that is, the high interactivity of communication. According to the two latitudes of interpersonal interaction and interpersonal interaction, Chang-Hoan Cho and others summarized the interaction of advertising as: the degree of people's participation 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 put forward the relationship between advertising interactivity and consumption involvement for the first time through experimental measurement. The higher the involvement degree of product purchase, the higher the requirement of information exchange between consumers and advertisers, the smoother the communication, and the stronger the interaction of advertising.
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 highly involved products, especially at present, tourism consumption in China is far from becoming a necessity for people's daily life. Tourists need to go through repeated information collection, collation, comparison, screening and decision-making before making a decision on tourism, and they also need to make many preparations before going out. In addition, the remoteness and cross-culture of tourism activities, as well as the strangeness and insecurity brought by the remoteness, will enhance tourists' demand for information exchange of destinations, tourism enterprises and other tourists who have had relevant experiences. For this kind of consumption psychology, tourism advertisers can provide a highly interactive communication and information exchange platform, help tourists deepen their knowledge and memory of their tourism products, and better help tourists make tourism decisions and enjoy their tourism experience.
2.2 The comprehensiveness of tourism products determines the three-dimensional advertising information.
Tourism products include not only the tangible features of various scenic spots and reception facilities in the tourist destination, but also the intangible services based on reception facilities, involving the tourism organizers, the reception departments in the tourist destination and the service personnel in all aspects. The comprehensiveness of tourism products determines that the information content in the advertising promotion 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 tourism common sense, advantages and characteristics of scenic spots, aesthetic appreciation, history and culture, contingency survival and so on through different forms of vertical information, so as to enrich the knowledge of tourists or potential tourists and help tourists better achieve the aesthetic and pleasant effect of tourism. In addition, tourism advertisements appear as "information", which also plays a role in blurring the boundaries of advertisements and 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 expressions
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' participation 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 are 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 integrate specific tourism product advertisements in a diversified and multi-level way through various forms such as television, newspapers, magazines, the Internet and public welfare activities, so as to achieve the purpose of market cultivation and promotion of tourism products for tourists.
2.4 The nature of tourism consumption determines the distinctive individualization of advertising information
Tourism consumption is an experiential consumption, and the tourism experience is strongly influenced by emotional factors due to the interaction among tourists, tourism service personnel and destination residents. The consumption behavior of tourists and the individualization of tourism experience determine that the demands of tourism advertisements have strong individualization. Tourism enterprises must adopt corresponding advertising strategies and forms according to different target markets and different advertising audiences, and fully embody the unique characteristics 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 towards "personalized customization".
2.5 The remoteness of tourism experience determines the versatility of advertising appeal
Tourism activities are the aesthetic and pleasant experience of tourists leaving their usual environment for activities in 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, we should provide tourists with rational travel-related information through multiple channels, help tourists to eliminate their doubts and worries, deal with some problems encountered in the process of tourism, and advertise with rich and varied information, so as to promote tourism products and the image of tourist destinations more effectively.
Third, the application analysis of tourism advertisements in the promotion of tourism products
With the development of China's tourism market, tourism activities have increased, competition in the tourism market has increased, and media advertisements have played an increasingly important role in tourism promotion. According to the characteristics and advantages and disadvantages of different advertising media, we should choose them for different purposes, contents, specifications and audiences. At present, there are mainly the following ways to choose and use the media in tourism advertisements and their effects:
3.1 Newspaper advertisements are the main channels for information dissemination of tourism routes, tourism transportation and other products.
The audience of newspaper advertisements is mainly concentrated in urban market towns, with a stable readership, and the main audience is the main consumers or potential consumers of tourism products. Newspapers have the characteristics of information and timeliness, and they can be updated quickly and spread quickly, making it easier to gain the trust of the audience. Newspaper advertisements take characters as the main form of expression, with large advertising information capacity and low advertising cost, which can advertise tourism products more comprehensively, accurately and in detail, and also has certain preservation. At present, advertisers are mainly used by travel agencies to publish advertisements for tourism projects, tourism routes and transportation, as well as notices of the tourism industry. However, due to the limitation of printing and layout of newspaper advertisements, the expressive force of advertisements is not strong enough, the content is not rich enough, and the purpose of the audience is not clear enough, which is not suitable for the integrated publicity of tourism products.
3.2 TV advertisement is an important manifestation of image promotion of tourist destination.
TV advertisements are colorful, full of sound and emotion, vividly representing products and covering a wide range. By using different shooting techniques and advertising creativity, TV advertisements form plot segments in a short period of time, which have strong appeal and are easier to be accepted and remembered by the audience. It is the best form of image promotion of tourist destinations. At present, TV advertisements are widely used in tourism promotion to publicize the general image of the tourist destination, and the image and concept of the tourist destination are vividly displayed visually through the advertisement on tv with a general film length of about 31 ~ 61 seconds. For example, the image advertisements of tourist destinations such as "Climbing Mount Tai to ensure safety", "Paradise on Earth, Yantai, Shandong" and "Mengxizi, Hangzhou, China" have been published in many provincial TV stations.
At present, tourism feature films, tourism feature programs, tourism TV magazines, etc. are popular forms of TV advertisements. Through the personal experience of the program host or participants, this kind of advertisement shows the audience the "food, accommodation, travel and entertainment" of the tourist destination, vividly combines travel notes with tourism culture, blurs the persuasive characteristics of traditional TV advertisements, and achieves the interactive effect of tourism advertisements to a certain extent. In this respect, Kangtai Travel TV Magazine in hong thai travel, Hong Kong and Yongan Travel TV Magazine in Hong Kong are outstanding. Now, from CCTV to local TV stations all over the country, various forms of tourism programs or TV advertisements have been launched. However, the preservation of TV advertisements is poor, and the production and distribution costs are expensive, and the target market of the audience is not clear, so tourism enterprises should seriously consider it. Considering the level, grade and prospect of tourism products in the market, we should consider the production and investment of advertisements, and choose the level of advertising media.
3. 3 Internet is the best form and development trend of tourism advertising.
in p>1967, the term "New Media" was used for the first time by P. Goldmark, director of CBS Technology Institute in the United States, which stimulated the research and popularity of new media advertisements. New media mainly refers to the Internet, teletext and satellite TV with two-way communication based on network technology and optical fiber technology. As the most representative new media, Internet has been widely used in the world. The spread of new media has the characteristics of two-way, three-dimensional information, diversified forms of expression and borderless and multi-directional dispersion of information dissemination, which is an advantage that traditional mass media cannot have (Rafaeli and Sudweeks, 1997; Morris and Ogan，1996； Pavlik，1996）。 The interactivity of new media has become the best performer of the concept of B-C (business to customer) market (Peppers and Rogers, 1993). The inherent advantages of this new type of communication media are in line with the outstanding characteristics of tourism advertising communication. Therefore, the Internet will surely become the best media for tourism advertising application and its future development trend.
in p>1994, at&; T Company released the world's first Internet advertisement on hotwired, which opened a new chapter in advertising. As a form of advertising, online advertising developed rapidly and spread all over the world. The communication mode of online advertising is timely interaction, two-way communication, "one-to-one" communication and user-driven, which gradually blurs the boundary between information and advertising in form and release, further realizes the interaction between advertisers and advertising audiences, provides users with rich, three-dimensional and direct information, effectively meets the different needs and habits of different audiences, and realizes the personalization and fragmentation of advertisements. These advantages and characteristics of online advertising fully meet the requirements of tourism advertising information and tourism market education, and will surely become the best publishing form of tourism advertising.
in addition, there are various virtual communities in the network. Virtual community is an online way for people to revolve around a certain interest or need through the network.