南京旅游直播营销中的内容创新与用户互动策略研究

Research on Content Innovation and User Interaction Strategies in Nanjing Tourism Live Streaming Marketing

摘要: 随着数字经济的快速发展，移动互联网和直播平台为旅游行业带来了新机遇。南京作为历史文化名城，旅游直播营销成为其推广的重要手段。然而，南京旅游直播在内容创新和用户互动方面仍面临挑战，如何提升品牌竞争力并满足消费者对个性化和互动体验的需求，成为关键问题。本研究聚焦南京旅游直播中的内容创新机制与用户互动策略，分析其对品牌认知、游客吸引及消费转化的作用。通过定性与定量相结合的方法，选取典型案例进行分析，并结合数据评估内容创新与互动策略的效果。研究框架基于南京的文化背景与旅游资源，为南京及其他城市的旅游直播营销提供理论依据与实践指导，助力其在竞争中实现持续增长。

Abstract: With the rapid development of the digital economy, mobile Internet and live broadcast platform have brought new opportunities to the tourism industry. As a historical and cultural city, Nanjing’s tourism live streaming marketing has become an important means of promotion. However, Nanjing tourism live streaming still faces challenges in content innovation and user interaction. How to enhance brand competitiveness and meet consumers’ needs for personalized and interactive experiences has become a key issue. This study focuses on the content innovation mechanism and user interaction strategies in Nanjing tourism live streaming, analyzing their effects on brand awareness, tourist attraction, and consumption conversion. By combining both qualitative and quantitative methods, typical cases will be selected for analysis, and the effectiveness of content innovation and interactive strategies will be evaluated based on data. The research framework is based on the cultural background and tourism resources of Nanjing, providing theoretical basis and practical guidance for tourism live streaming marketing in Nanjing and other cities, and helping them achieve sustained growth in competition.