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The tourism impact index is an important indicator to measure the influence of tourism destinations and tourism enterprises on tourists, and is an important part of tourism soft power. In addition to basic conditions such as tourism resources and enterprise scale, the factors that constitute tourism influence include management ability, communication ability and word of mouth. In the era of big data, tourism information explosion, who can get the attention of consumers in the excess information ocean, who will inevitably gain a favorable competitive position in the competition. The reputation of tourist destinations and enterprises directly affects their business performance and development destiny. At present, more and more tourism enterprises use digital media such as the Internet as the main channel of marketing communication. Accurate evaluation of tourism influence and communication power is the only way to accurately grasp the effect of marketing communication.
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