为了探究新媒体技术在传播旅游目的地形象方面发挥的作用效果,本文作者基于传播学的5W模式要素对旅游目的地形象传播的具体内容开展阐述,继而探究运用新媒体进行旅游地形象传播的意义,最后提出有效提升传播质量的思路与建议。 In order to explore the effect of new media technology on the image of traveling destination, the author elaborates the specific content of the destination image transmission based on the 5 W model elements of communication science, and then explores the significance of using new media to spread the image of tourist destination Finally, it puts forward the ideas and suggestions for effectively improving the quality of communication.