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Research on the Characteristics of New Media Communication and the Reconstruction Strategy of Macao's Tourism Image

Author(s)

Zhengke Yang*

Affiliation(s)

Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau, China *Corresponding Author

Abstract

This article focuses on the correlation research between the communication characteristics of new media and the reconstruction strategies of Macao's tourism image. Firstly, the communication characteristics of new media are expounded, including fast communication speed, wide coverage, strong interactivity, and multimedia integration, etc. Then, the current situation and existing problems of Macao's tourism image were analyzed, such as the limitations of traditional image promotion and the lack of diversified display of the tourism image. On this basis, an in-depth discussion was conducted on how to utilize the communication characteristics of new media to reconstruct the tourism image of Macao. Strategies were proposed, including precisely targeting the target audience, creating distinctive new media content, strengthening interactive marketing, and integrating multiple new media platforms, aiming to provide useful references for enhancing the tourism image of Macao and promoting the development of Macao's tourism industry.

Keywords

The Characteristics of New Media Communication; The Tourism Image of Macao; Reconstruction Strategy

References

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