“互联网+”背景下乡村旅游网络营销探讨--以龙泉驿区桃源村为例  

An Inquiry into Rural Tourism Internet Marketing Under the Background of Internet Plus--Taking Taoyuan Village of Longquanyi District as an Example

作　　者：米敏 刘蜀凤[1] 谢宇 寸梓安 张洁 董淞 MI Min;LIU Shufeng;XIE Yu;CUN Zi’an;ZHANG Jie;DONG Song(Sichuan Tourism University,Chengdu 610100,Sichuan,China)

机构地区：[1]四川旅游学院旅游文化产业学院,四川成都610100 [2]四川旅游学院,四川成都610100

出　　处：《四川旅游学院学报》2021年第6期74-77,共4页Journal of Sichuan Tourism University

基　　金：2020年四川旅游学院大学生创新创业训练计划资助项目“新媒体手段对乡村旅游营销的创新与应用”,项目编号:S202011552139。

摘　　要：以“互联网+”背景下乡村旅游营销新模式为基点,探讨乡村旅游营销理念新趋势,采用深度访谈法和实地调查法,分析桃源村发展现状。从小企业经营主网络营销水平参差不齐、旅游体系尚未完整、网络平台建设滞后、产品单一、线上线下融合性不足、推广力度不足六个方面分析了桃源村发展乡村旅游网络营销的阻碍,并提出了对策,即政府引导强化网络营销意识、确定目标市场、完善网络平台、促进产品多元化、推进线上线下全方位融合、拓展营销渠道、开辟新模式。Based on the new mode of rural tourism marketing under the background of internet plus,the paper discusses the new trend of rural tourism marketing and analyzes the development of Taoyuan Village by adopting in-depth interview and field investigation.It finds that owners of small enterprises are not equally competent for internet marketing;the tourist system is still to be completed;online platforms lag behind;the integration of online and offline resources is far from satisfactory,and publicity effects still need improving.It goes on to offer countermeasures as follows:efforts should be made by relevant authorities to enhance the awareness of internet marketing,specify the target market,improve the network platform,promote the diversification of tour products,promote the all-around integration of online and offline resources,expand marketing channels,and open up new models.

关 键 词：互联网+ 乡村旅游 网络营销 

分 类 号：F592[经济管理—旅游管理]