Research on New Media Marketing Strategies for Scenic Spots Based on the 4R Theory

随着新媒体技术的飞速进步和广泛传播，旅游景点的宣传活动也不得不将焦点集中在新媒体平台上。如何借助新媒体进行有效传播，已成为当下旅游企业关注的焦点。本文选择B站账号“乌镇旅游景区”作为研究焦点，深入探讨了其在旅游形象、推广的具体内容等方面所面临的挑战，并基于4R理论提出了乌镇新媒体营销的持续发展策略。With the rapid advancement and widespread dissemination of new media technology, promotional activities for tourist attractions have also had to focus on new media platforms. How to effectively disseminate through new media has become a focus of attention for tourism enterprises today. This article selects the Bilibili account “Wuzhen Tourist Scenic Area” as the research focus, deeply explores the challenges it faces in terms of tourism image and specific promotion content, and proposes a sustainable development strategy for Wuzhen’s new media marketing based on the 4R theory.