论文题目：旅游节庆的新媒体营销策略研究一一以耿马水文化旅游节为例摘要随着市场经济的不断发展，我国的旅游节庆进入了一个快速发展的阶段，而旅游节庆的发展转变是需要与时俱进的，这就决定了运用新媒体营销是旅游节庆发展的必由之路，但是不同地方的旅游节庆发展都需要经过探索研究才能找到适合的方式，本文就以耿马水文化旅游节为例，首先，针对本文情况对相关概念进行界定。其次，对耿马水文化旅游节新媒体营销现状进行调查分析，分析其存在的问题，进而判断耿马水文化旅游节运用新媒体营销的发展前景，并为耿马水文化旅游节新媒体营销传播提出切实可行的建议及对策。关键词：旅游节庆；新媒体营销：耿马水文化旅游节AbstractWith the continuous development of market economy,tourism festivals in ourcountry has entered a stage of rapid development,and changes in the development oftourism festival is the need to keep pace with The Times,it was decided to use newmedia marketing is the only way for the development of tourism festivals,however,thedevelopment of tourism festivals in different places after exploring research is needed tofind the right way,in this paper,gengma water culture tourism festival,for example,first of all,in view of this situation for defining the relevant concepts Secondly,thecurrent situation of new media marketing of gengma water cultural tourism festival wasinvestigated and analyzed,and the existing problems were analyzed,so as to judge thedevelopment prospect of new media marketing of gengma water cultural tourismfestival,and put forward feasible Suggestions and countermeasures for new mediamarketing communication of gengma water cultural tourism festival.Keywords:Tourism festivals;New media marketing;Gengma water culture andtourism festiva目录前言…4一、旅游节庆新媒体营销的相关理论基础.··4(一)旅游节庆新媒体营销的相关概念界定·4(二)旅游节庆新媒体营销的过程及方法1.旅游节庆新媒体营销的过程.....52.旅游节庆新媒体营销的方法..…5二、耿马水文化旅游节庆新媒体营销现状.··66(二)耿马水文化旅游节的运作与推广情况...61.官方网站7775.旅游合作app..7三、耿马水文化旅游节新媒体营销存在的不足(一)推广方式多而不精77(三)营销过程缺乏互动8四、完善耿马水文化旅游节新媒体营销发展的建议..88(三)加强互动，关注信息反馈..(四)创新营销内容，树立良好形象9(一)本研究的不足(二)本研究的展望1010113