智慧旅游背景下乡村旅游数字化营销发展研究

Research on Development of Digital Marketing in Rural Tourism under the Background of Smart Tourism

伴随着数字化时代的洪流,国家大力推进乡村振兴战略为乡村智慧旅游产业开发指明了进路并赋予了全新的跨界动能。数字技术与农业农村全面融合既是大势所趋,也是实现乡村旅游产业高质量进阶的必由之路。从乡村旅游商业营销的构成要素谈起,阐述智慧旅游背景下乡村旅游的运行逻辑,并从四个层面提出乡村旅游数字化营销转型升级的践行路径,旨在推动乡村旅游健康创新发展。

With the tide of the digital age,the vigorous promotion of Chinese rural revitalization strategy has pointed out the way for the development of rural smart tourism industry and given new cross-border role.The comprehensive integration of digital technology with agriculture and rural areas is not only a trend,but also a necessary path to achieve high-quality advancement of rural tourism industry.Starting from the elements of commercial marketing in rural tourism,this paper expounds the operation logic of rural tourism under the background of smart tourism,and puts forward the practice path of digital marketing transformation and upgrading in rural tourism from four aspects,aiming at promoting the healthy and innovative development of rural tourism.