国内旅游景区网红营销的实证研究——以宁夏沙坡头旅游度假区为例  

An Empirical Study on the Marketing of Internet Celebrities in Domestic Tourist Attractions-On the Case of Ningxia Shapotou Tourist Resort

作　　者：陈江 徐杰 刘静滢 Chen Jiang;Xu Jie;Liu Jingying

机构地区：[1]珠海科技学院旅游学院 [2]沙坡头旅游度假区

出　　处：《珠江论丛》2022年第1期125-140,共16页Pearl River Forum

摘　　要：当下,越来越多的景区开始了网红营销,尽管耗费了大量人力、物力和财力,但是效果总不如人意。本文通过对宁夏沙坡头旅游度假区网红营销的实证研究,在景区网红营销策略、营销特点和营销方法三个方面做出探索和论证,确定了与景区网红营销相关联的15个关键要素。提出了景区营销并不排除热门网红的影响力,但更需立足自身,用敏锐的洞察力锁定目标市场,捕捉热点话题,提升网络热度,创新网红渠道、网红文案、网红方式,打造网红产品,提供优质服务,做出自己的网红营销特色,避免景区网红营销存在宣传与体验之间的落差,从而延长或赓续网红营销的生命周期。At present,more and more scenic spots have begun to market internet celebrities Although it consumes a lot of manpower,material resources and financial resources,the effect is always unsatisfactory Through the empirical study of the marketing of internet celebrities in Shapotou Tourist Resort in Ningxia,this paper explores and demonstrates the strategies,characteristics and methods of scenic spot celebrity marketing,and identifies 15 key elements related to it It is proposed that the Internet marketing of scenic spots does not exclude the influence of popular Internet celebrities,but it is more necessary to base on itself,use keen insight to lock the target market,capture hot topics,enhance Internet popularity,innovate Internet celebrity channels,copywriting and methods,create Internet celebrity products,provide quality services,make their own internet celebrity marketing characteristics,and avoid the gap between publicity and experience in scenic spot Internet celebrity marketing,thereby extending or continuing the life cycle of Internet celebrity marketing.

关 键 词：网红营销 沙坡头旅游度假区 量化分析 

分 类 号：F59[经济管理—旅游管理]