Applied Mathematics and Nonlinear Sciences (Jan 2024)
A Strategic Study of Digital Marketing Techniques to Enhance the Attractiveness of International Tourism Destinations
Abstract
This paper studies the current level of attractiveness of international tourist destinations by constructing an evaluation system and applying a fuzzy comprehensive evaluation method. Based on the evaluation results, digital marketing strategies are proposed in terms of customer management management systems and social media marketing. Using the entropy value method and other comprehensive evaluation models to quantify the level of digital marketing and international tourism destination attractiveness, and with the help of the coupling degree coordination model to calculate the coupling degree of coordination between digital marketing and international tourism destination attractiveness. Combined with the fuzzy comprehensive evaluation results before and after the implementation of the digital marketing strategy and the change in international tourist destination traffic, the effect of digital marketing strategy on the attractiveness of international tourist destinations is analyzed in depth. Taking the Yangtze River Delta region as an example, this paper calculates the coupling degree between digital marketing and the attractiveness of international tourism destinations in 41 cities in the Yangtze River Delta region and concludes that the coupling degree between the attractiveness level of international tourism destinations and the level of digital marketing is high. Meanwhile, the fuzzy comprehensive evaluation score of City A in the Yangtze River Delta region and the passenger flow of 10 international tourist destinations between 2012 and 2022 increased significantly after adopting the digital marketing strategy, which fully indicates that the digital marketing strategy has a significant driving effect on the attractiveness of international tourist destinations.
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