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| 数字营销背景下乡村旅游业短视频营销策略研究
——基于南京市民消费行为的SIPS模型分析 |
| Research on Short Video Marketing Strategies for Rural Tourism in the Context of Digital Marketing— Analysis of Nanjing Citizens' Consumption Behavior Based on the SIPS Model |
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| DOI： |
| 中文关键词: 数字营销；乡村旅游；短视频营销；消费行为 |
| 英文关键词: digital marketing; rural tourism; short video marketing; consumption behavior |
| 基金项目: |
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| 摘要点击次数: 190 |
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| 中文摘要: |
| 在数字营销时代，短视频营销已成为乡村旅游的重要推广手段。论文分析南京市乡村旅游短视频营销现状及存在问题，基于SIPS消费者行为模型研究乡村旅游短视频营销对南京市游客出行决策的影响，并从“增加短视频内容吸引力、引发用户情感共鸣，优化短视频运营管理能力、增强用户价值认同，建设高频互动氛围、提升用户参与度，刺激用户分享欲望、推动口碑营销宣传”等方面提出短视频营销策略优化建议，旨在促进南京市乡村旅游业的经济增长。 |
| 英文摘要: |
| In the era of digital marketing, short video marketing has become an important promotion means for rural tourism. This paper analyzes the current situation and existing problems of short video marketing for rural tourism in Nanjing, and studies the impact of short video marketing on tourists' travel decisions in Nanjing based on the SIPS (Sympathize-Identify-Participate-Share & Spread) consumer behavior model. The paper also proposes optimization suggestions for short video marketing strategies from the aspects of "increasing the attractiveness of short video content, evoking emotional resonance among users, optimizing short video operation and management capabilities, enhancing users' value identification, building a high-frequency interactive atmosphere, improving user participation, stimulating users' desire to share and promoting word-of-mouth marketing and publicity", aiming to promote the economic growth of rural tourism in Nanjing. |
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