随着旅游业的迅猛发展,旅游目的地之间的市场竞争日趋激烈。由于信息泛滥,广告越来越受到受众的反感与排斥,广告传播的边际效果呈现递减的趋势。相比之下,旅游公关营销传播则展现出明显的优势。旅游公关作为旅游地整合营销传播的一个重要手段,它的终极任务是帮助旅游地攻克消费者的“眼球关”和“心智关”。上饶作为中国优秀旅游城市,如何充分利用公关营销“润物细无声”、“平地起惊雷”的传播特点塑造上饶旅游品牌形象,引起旅游者的注意(Attention),引发旅游者的兴趣(Interest),并让旅游者产生渴望(Desire),促使旅游者来上饶旅游付诸行动(Action)?笔者就此谈几点认识。 With the rapid development of tourism, market competition between tourist destinations is becoming more and more fierce. Due to the proliferation of information, advertisements are increasingly being disgusted and rejected by the audience, and the marginal effect of advertising is decreasing. In contrast, tourism PR marketing shows a clear advantage. As one of the most important means of integrating tourism marketing, tourism public relations has its ultimate mission to help tourists capture the “eyeball off” and “mind off” of consumers. As an excellent tourist city in China, how to make full use of PR’s marketing features such as “Minute Runner” and “Splendid Thunder from the Flat” to create the brand image of tourism in Shangrao, causing tourists’ attention and attracting tourists Interest, and let the tourists produce Desire, to promote tourists to Shangrao travel into action (Action)? I will talk about this a little bit of understanding.