虚实共生:基于抖音APP的昆明红色旅游营销路径研究

On a Douyin-assisted Marketing Path of Red Tourism in Kunming

抖音APP用户数量巨大,深受大众青睐,加之疫情限制了人们出行的脚步,在这种现实背景下昆明红色旅游必须借助抖音进行营销。然而通过网络调查发现,昆明红色旅游资源丰富,知名景区景点、精品旅游线路较多,但是由于营销时间较晚,观念比较滞后,营销短视频数量十分有限且缺乏创意,没有相应的官方抖音公众号,也没有系统的营销行为。因此,昆明红色旅游要想做好做大做强,有必要借助抖音APP进行线上线下系统营销,虚实共生,实现功能的提升与发展的可持续。

The huge number of actual customers suggests that Douyin is well received by the public.In addition,the epidemic has restricted people's pace of travel.Under this realistic background,Kunming's red tourism must rely on Douyin for marketing.Kunming is rich in red tourism resources,with many well-known scenic spots and boutique tourism routes.However,online surveys have found that due to the late marketing time and the lagging concept,the number of marketing short videos is very limited.What is available lacks creativity.Besides,there is no corresponding official public account on Douyin.There is no systematic marketing behavior.Therefore,to make red tourism in Kunming bigger and stronger,it is necessary to carry out systematic marketing both online and offline with the help of Douyin.Through symbiosis of virtuality and reality,functional enhancement and sustainable development are expected to be achieved.