Author(s)

Ruixiang Zhou ¹, Sanmei Lu ¹

Affiliation(s)

¹ School of Economics and Management, East China University of Technology, Nanchang, Jiangxi Province, China

Corresponding Author

Ruixiang Zhou

ABSTRACT

With the rise of the "Internet Tourism" model, new media technology has deeply transformed the way information is disseminated, achieving fast and comprehensive spread of information, and has its own unique advantages in terms of content and form. In 2019, the cultural tourism industry accounted for 40% of the global market, showing a strong growth trend. Taking advantage of its rich natural landscape and cultural and historical resources, Lushan has become an ideal place for cultural tourism. However, the fierce market competition and the constant changes in consumer demand require enterprises to effectively integrate resources, innovate product services and develop strategies. This study aims to analyze the current situation of new media application in cultural tourism groups, explore the development opportunities and challenges they are facing, and provide theoretical support for their sustainable development. With the research, this study will deeply analyze the actual situation of the application of new media in enterprises, identify the existing problems, and put forward corresponding policy suggestion.

KEYWORDS

Tourism Enterprises; New Media; Marketing Strategy

CITE THIS PAPER

Ruixiang Zhou, Sanmei Lu, Optimization Analysis of New Media Marketing Strategies for Lushan Cultural Tourism. Tourism Management and Technology Economy (2025) Vol. 8: 118-122. DOI: http://dx.doi.org/10.23977/tmte.2025.080115.

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