A Study on Tourism Marketing Strategies in the Era of New Media: A case of Luoyang

As the ancient capital of thirteen dynasties, Luoyang has rich tourism resources. In recent years, Luoyang has done a lot of work to improve the city's visibility and has attracted many tourists, achieving good results. As a new form of media, new media provides new ideas and opportunities for tourism marketing. Tourist cities or enterprises can enhance their tourism visibility through new media forms such as Weibo, WeChat, short videos, and live streaming. By analyzing Luoyang's marketing strategies on new media platforms, this paper evaluates the impact of these strategies on enhancing Luoyang's tourism brand awareness, influencing tourists' behavior, and bringing economic benefits. At the same time, it also analyzes the shortcomings of Luoyang tourism marketing, such as single form of promotion and insufficiently distinctive IP creation. In view of the problems, the paper proposes suggestions such as optimizing marketing strategies and strengthening technological innovation, in order to provide reference for tourism marketing in Luoyang.