乡村振兴战略下广东乡村特色旅游产品直播营销的创新路径

Innovative Path for Live Marketing of Guangdong Rural Characteristic Tourism Products under the Rural Revitalization Strategy

随着乡村振兴战略的深入推进,“美丽乡村”建设越来越完善,乡村特色旅游市场的发展潜力日益凸显。在乡村美起来之后,如何依托“美丽乡村”资源,借助新媒体营销方式推进乡村振兴、让农民富起来,扎实推进宜居宜业和美乡村建成为当前关注的焦点。“村BA”“村超”等乡村特色旅游的持续火爆,为乡村特色旅游产品的营销推广提供了很好的借鉴。随着电商和短视频平台加速下沉,直播在乡村悄然兴起,时下流行的“村播”也为乡村旅游产品的营销提供了创新的路径。因此,本文从介绍乡村特色旅游产品开始,分析了乡村特色旅游产品直播营销的优势、现状与问题,最终将探讨乡村振兴战略下乡村特色旅游产品直播营销的创新路径,以期为乡村旅游产品的直播营销提供借鉴和参考。

With the deepening of the rural revitalization strategy,the construction of"beautiful countryside"is becoming more and more perfect,and the development potential of rural characteristic tourism market is becoming increasingly prominent.After the beautification of rural areas,how to rely on"beautiful rural"resources,use new media marketing methods to promote rural revitalization,make farmers rich,and solidly promote livable,suitable for work and beautiful rural construction has become the current focus of attention.The continuous popularity of rural characteristic tourism such as"Village BA"and"Village Super"has provided a good reference for the marketing and promotion of rural characteristic tourism products.With the accelerated sinking of e-commerce and short video platforms,live streaming has quietly emerged in rural areas,and the popular"village broadcasting"has also provided innovative paths for the marketing of rural tourism products.Therefore,this article starts with the introduction of rural characteristic tourism products,analyzes the advantages,current situation,and problems of live streaming marketing of rural characteristic tourism products,and ultimately explores innovative paths for live streaming marketing of rural characteristic tourism products under the rural revitalization strategy,in order to provide reference and reference for direct streaming marketing of rural tourism products.