基于CiteSpace文献计量分析的旅游营销策略研究现状及趋势

Research Status and Trends of Tourism Marketing Strategies Based on CiteSpace Bibliometric Analysis

旅游业作为国民经济战略性支柱产业的地位更为巩固,已成为促进经济结构优化的重要推动力,促进旅游业高质量发展,科学制定营销策略至关重要。文章对中国知网2014—2023年旅游营销策略研究的核心期刊中文文献进行可视化分析,并从发文量、合作作者、研究热点及研究趋势等方面对该领域演变历程及规律进行梳理。结果显示,旅游营销策略研究没有形成高产作者群和高产作者;研究内容范围较广,包括旅游出行、乡村旅游、互联网、旅游产品、整合营销以及新媒体等方面;研究热点主要围绕营销策略和乡村旅游展开,探究乡村振兴背景下发展乡村旅游的营销策略。基于此,文章认为,应继续拓展旅游营销策略的研究方向,推动多学科融合,进一步挖掘旅游营销策略的深层内涵。

As a strategic pillar industry of the national economy,tourism has become an important driving force for optimizing economic structure.To ensure high-quality development of tourism,it is crucial to formulate scientific marketing strategies.In light of this,the article conducts a visual analysis of core journal literature on tourism marketing strategy in the CNKI from 2014 to 2023,and sorts out the evolution process and laws of this field in terms of publication volume,co-authors,research hot-spots and research trends.The results indicate that research in this field lacks high-yield authors or author groups;The research content is broader,including travel,rural tourism,the Internet,tourism products,integrated marketing and new media;The research hotspots mainly centered on marketing strategies and rural tourism,exploring marketing strategies for developing rural tourism in the context of rural revitalization.based on this,it's argued that we should continue to expand the research direction,encourage interdisciplinary integration,and further explore the connotations of tourism marketing strategies.