游客体验视角下的贵州美食旅游网络营销路径研究

A Study on the Network Marketing Path of Guizhou Culinary Tourism from the Perspective of Tourist Experience

摘要: 随着数字经济的快速发展与文旅融合的不断推进，网络营销已成为推动地方美食旅游转型升级的重要路径。作为国家数字经济发展战略的重要区域，贵州依托其独特的民族文化与丰富的美食资源，正积极通过短视频、社交媒体等数字平台塑造地域品牌、激发旅游消费潜力。本文从游客体验视角出发，聚焦网络营销背景下贵州美食旅游的发展现状，围绕文化感知、网络营销、服务设施、性价比四个维度，构建影响游客体验的分析框架，探讨网络营销路径在美食旅游中的作用，利用信效度分析、相关性分析、回归分析等统计分析方法，得出结论：贵州的经济发展水平、多样的美食文化以及良好的网络营销策略对游客体验具有显著的促进作用。最后，本文从网络营销路径角度出发，提出针对性优化策略，旨在为贵州美食旅游品牌建设及数字经济环境下的营销实践提供理论支撑与实践指导。

Abstract: With the rapid development of the digital economy and the deepening integration of culture and tourism, network marketing has become an important driver for upgrading local culinary tourism. As a key area in China’s digital economy strategy, Guizhou leverages its rich ethnic culture and diverse culinary resources to build a regional brand and boost tourism consumption through short videos and social media. This study, from the perspective of tourist experience, analyzes the current state of Guizhou’s culinary tourism under digital marketing. Based on four dimensions—cultural perception, network marketing, service facilities, and cost-performance—it explores the influence of marketing strategies on tourist experience using reliability, correlation, and regression analyses. Results show that economic development, culinary diversity, and effective network marketing significantly enhance tourist satisfaction. Finally, from the perspective of digital marketing pathways, this study proposes targeted optimization strategies, aiming to provide both theoretical support and practical guidance for the brand building of Guizhou’s culinary tourism and its marketing practices within the digital economy context.