Author(s)

Dongjie Li^*, Jiaxi Chen^*, Mu Zhang

Shenzhen Campus, Jinan University, Shenzhen, China.

As one of the components of the cultural tourism festival, the new media marketing activities of enterprises play a significant role in promoting the expansion of the tourism market. Taking the OCT Cultural Tourism Festival as an example, this paper uses the AHP-Fuzzy Comprehensive Evaluation method and the ROST CM text analysis method from the perspective of audience perception to evaluate the marketing effect and existing problems of the “Summer Travel Manifesto” held on Bilibili, and puts forward the corresponding theoretical suggestions. The results show that poor track matching, unclear perception image and poor video quality are the problems of the videos, which may affect the whole quality of this activity. In the future, the new media marketing activities should improve the effect of new media marketing activities by further improving the activity planning, increasing interaction with participants and strengthening the perception and guidance of participants, and finally form a complete set of closed-loop feedback system of the whole activity.

New Media Marketing, Evaluation System, AHP-Fuzzy Comprehensive Evaluation Method, Text Analysis Method

Li, D. , Chen, J. and Zhang, M. (2021) An Empirical Study on the Effect of Tourism Marketing and Communication: Taking OCT Cultural Tourism Festival as an Example. Journal of Service Science and Management, 14, 133-150. doi: 10.4236/jssm.2021.142009.