粉丝经济视角下影视旅游目的地营销模式研究

Research on the Marketing Mode of Film and Television Tourism Destinations from the Perspective of Fans'Economy

近年来,影视旅游目的地在粉丝经济的影响下魅力倍增。为改变当前影视旅游目的地较为单一的营销模式,从粉丝经济出发,通过文献研究和案例分析发现影视作品对旅游有多方面影响,而且给影视旅游目的地带来的利益尤为显著。据此,结合粉丝群体的需求和喜好,从目的地的宣传推广、项目设置、基础设施建设和衍生品开发入手,为当前影视旅游目的地营销模式提出一些建议。

In recent years,the film and television tourism destinations are more popular under the influence of the fan economy.In order to change the current relatively single marketing mode of film and television tourism destinations,this paper starts from the fan economy,through the method of literature research and case analysis,finds that film and television programs have a variety of influences on tourism,and bring significant benefits to film and television tourism destinations.Based on this,combined with the needs and preferences of fans,this paper proposes some suggestions for the current marketing model of film and television tourism destinations from the following four aspects:promotion of destinations,project setting,infrastructure construction and derivative development.