中国式现代化视域下“文旅+直播”的现状、困境与优化策略

Current Situation,Dilemma and Optimization Method of“Cultural Tourism+Live Broadcast”from the Perspective of Chinese-type Modernization

本文以“文旅+直播”为研究对象,审视当前文旅直播的营销模式存在的现实困境,从协同治理理论的视角切入,进而提出优化路径。研究发现,文旅直播带货当前存在以下现实困境:优质主播难觅致使直播销售转化率堪忧;产品质量良莠不齐,消费者维权困难;直播平台算法推荐机制导致产业生态“二八分化”效应加剧。针对以上现实困境,本文提出优化策略:突出旅游产品中的文化内涵;鼓励多元直播主体,将数据思维运用到人才的培养中;商家提高产品质量,市场需着力构建自律与他律相结合的监管机制,规范市场秩序,从而促进“文旅+直播”产业的可持续发展。

This paper takes“cultural tourism+live broadcasting”as the research object,examines the realistic dilemma existing in the current marketing model of cultural travel live broadcasting,and then puts forward the optimization path.The study found that there are the following practical dilemmas in cultural travel live streaming.It is difficult to find high-quality anchors,resulting in worrying sales conversion rate of live streaming.Product quality is uneven,consumer rights protection is difficult.The live broadcast platform algorithm recommendation mechanism has led to the intensification of the“28 differentiation”effect of industrial ecology.In view of the above predicament,this paper puts forward the optimization strategy:highlighting the cultural connotation of tourism products;encourage multiple live subjects and apply data thinking to the training of talents;merchants improve product quality,and the market needs to focus on building a regulatory mechanism that combines self-discipline and heteronomy to standardize market order,so as to promote the sustainable development of the“cultural tourism+live broadcast”industry.