虚拟旅游的功能设计、推广策略与盈利模式研究——以长江三峡虚拟旅游平台构建为例

Function Design,Promotion Strategy and Profit Model of Virtual Tourism—— A Case Study of Three Gorges of Yangtze River

虚拟旅游是虚拟现实、网络技术与旅游业融合发展的产物。文章在对虚拟旅游和现实旅游关系界定的基础上,以长江三峡虚拟旅游平台构建为例,分析了虚拟旅游平台的功能设计、推广策略与盈利模式,指出虚拟旅游必须与现实旅游相结合,完善虚拟景观游览、旅游信息规划、旅游电子商务和虚拟旅游社区等功能模块,衍生出旅游营销、广告植入、收入分成、虚拟货币、在线交易和会费征收等多元收入渠道。

Virtual tourism is a product of the integration of virtual reality, network technology and tourism in- dustry. Based on the definition of the relationship between virtual tourism and realistic tourism, this paper analyzes the function design, the promotion strategy and the profit model of the virtual tourism for an example of Three Gor- ges of Yangtze River, and it points out that virtual tourism should be combined with the realistic tourism, improve the function structure such as virtual landscape, tourism information, tourism e -commerce and virtual tourism community, and derive the diversified income channels including tourism marketing, advertising placement, reve- nue sharing,virtual currency, online transactions and tax collection.