本文对青木川古镇旅游开发中实施整合营销传播的策略与路径进行了探讨,认为可以树立整合营销传播观念,围绕消费者建设旅游营销数据库,进行青木川旅游品牌信息的整合营销传播,设计青木川旅游整合营销传播的媒体组合,加强青木川旅游形象整合,推动汉中的旅游资源区域组合优化。 This paper discusses the strategy and route of implementing integrated marketing communication in the tourism development of Qingmuchuan town, and thinks that it can set up the concept of integrated marketing communication, construct the marketing database of tourism around the consumers, integrate marketing communication of Aoki tourism brand information, The media mix of tourism integrated marketing and communication strengthens the integration of tourism image of Aoki River and promotes the regional optimization of tourism resources in Hanzhong.