新媒体环境下旅游品牌的危机传播策略
Crisis Communication Strategy of Tourism Brand in New Media Environment

本文以长沙市橘子洲景区和重庆市神龙峡景区被撤销5A等级后的“危机传播”为个案，探讨了新媒体环境下旅游品牌危机传播话语的新特征，并对政府及旅游管理者就旅游品牌危机传播策略提出了建议：第一，要主动发出权威声音，传播真实准确全面的信息；第二，要及时发声，把握最佳传播时机；第三，要善于发声，拓展优化传播方式。
In this paper，I have taken the crisis communication on Changsha Orange Islet Scenic Area and the Dragon Gorge Scenic Area in Chongqing revoked 5A grade as a case.It discusses the new characteristics of tourism brand crisis communication under the new media environment，and puts forward some suggestions on the tourism brand crisis communication strategies：first of all，the government and tourism managers should play an authoritative role in truthfully and accurately spreading information ；secondly，we need to spread the information in time，grasp the best dissemination opportunity；finally，learning how to spread and expand the optimization mode of transmission.