在旅游业发展过程中,有效的舆论引导,对于提升景点知名度,打造旅游品牌,规避负面信息具有重要作用。舆论引导作为大众传播的重要手段,在我们的生活中广泛存在。铺天盖地的广告是舆论引导;政府的政策宣传也是舆论引导;社会危机爆发时,政府的危机公关是舆论引导;产品纠纷产生时,企业的召回政策也是舆论引导。可以说,舆论引导广泛应用于国家与国 In the process of tourism development, effective guidance of public opinion plays an important role in enhancing the popularity of scenic spots, building tourism brands and avoiding negative information. As an important means of mass media, media guidance widely exists in our life. Public advertising is overwhelming; publicity is also guided by the government’s policy advocacy; when the social crisis erupts, the government’s crisis public relations is guided by public opinion; and when product disputes arise, the recall policy of enterprises is also guided by public opinion. It can be said that the guidance of public opinion is widely used in countries and countries