基于RMP分析的西双版纳数字旅游发展策略研究  

Research on the development strategy of digital tourism in Xishuangbanna based on RMP analysis

作　　者：欧阳青 Ouyang Qing(Xishuangbanna Vocational and Technical College,Jinghong,Yunnan,666100)

机构地区：[1]西双版纳职业技术学院,云南景洪666100

出　　处：《市场周刊》2024年第22期79-83,共5页Market Weekly

基　　金：云南省教育厅科学研究基金项目“数字化转型背景下西双版纳旅游目的地营销策略研究”(项目编号:2023J1816)。

摘　　要：数字时代,随着旅游者旅行需求的升级,发展数字旅游已成为必要。为了解西双版纳发展数字旅游的条件和存在的问题,从R(资源)、M(市场)、P(产品)三个维度进行剖析,同时基于实地调研和问卷调查,以市场营销视角提出策略:加大资金投入,完善数字化基础设施建设;提升质量,深化旅游产品和服务的数字化革新;强化特色,重塑景区及乡村旅游品牌形象;创新营销和渠道策略,提升品牌影响力和提升游客体验感,强化服务质量监管。During the digital era,with the upgrading of travelers'travel demands,it has become necessary to develop digital tourism.To understand the conditions and existing problems of digital tourism development in Xishuangbanna,it is necessary to analyze them from the three dimensions of R(resource),M(market)and P(product).At the same time,based on field research and questionnaire surveys,strategies are proposed from the perspective of marketing:increasing capital investment and improving digital infrastructure construction;improving quality and deepening the digital innovation of tourism products and services;strengthening characteristics and reshaping the brand image of scenic spots and rural tourism;innovating marketing and channel strategies,enhancing brand influence and tourist experience,and strengthening the supervision of service quality.

关 键 词：RMP分析 西双版纳 数字旅游 市场营销视角 发展策略 

分 类 号：F59[经济管理—旅游管理]