基于“丁真事件”的网红旅游影响因素分析

Analysis of the Influence Factors of Web Celebrity Tourism Based on “the Incident of Ding Zhen”

随着互联网的飞速发展,网红经济这种新式营销现象和经济形态不断地渗透并融入旅游产业,“网红旅游”模式由此形成。论文通过分析藏族小伙丁真因“颜值”爆红网络,从而带动家乡理塘旅游业发展的事件,深究了旅游目的地理塘和丁真得以爆火出圈的原因,发现“颜值”只是其走红的导火索,热度背后是当下网络传播方式改变、大众审美变化、政府和基层扶贫干部的付出、国家和社会媒体在舆论中的助推等多种因素作用的结果。通过分析丁真和理塘爆红的原因,为其他旅游目的地的可持续发展提供一些启示和经验。

With the rapid development of the Internet, web celebrity has promoted the birth of web celebrity economy. As the new marketing phenomenon and economic form of the web celebrity economy continue to permeate and integrate into the tourism industry, the integrated development model of web celebrity tourism has also been formed. This paper analyzes the causes of the explosion of Litang and Ding Zhen, through the event that the Tibetan guy Ding Zhen went viral on the Internet due to “Face value”, which led to the great development of Litang tourism in his hometown. It is found that “Face value” is only the fuse of its popularity. Behind the continuation of the phenomenon are the change of the current network transmission mode, the change of the public aesthetic, the payment of the local government and the grassroots poverty alleviation cadres, and the promotion of the state and social media in public opinion. By analyzing the reasons why web celebrity Ding Zhen and the tourism destination Litang are so popular, some enlightenment and experience can be used for reference for the marketing and development of other tourism destinations.