社交媒体中旅游营销的困境与价值创新——基于价值共创的视角

Challenges and Value Innovation in Social Media Tourism Marketing—A Value Co-Creation Approach

摘要: 社交媒体在重塑旅游消费决策过程的同时，也带来了信息过载、内容同质化与算法垄断等新挑战，导致品牌信任危机与市场资源配置失衡。本文从市场营销视角出发，旨在探究旅游信息在社交媒体营销中的核心困境与创新路径。研究基于价值共创理论，构建了一个包含“品牌价值主张–内容生态–平台渠道–治理协同”四个维度的整合性分析框架，系统性地提出了以诚信营销与文化叙事重构品牌价值、以多元主体与技术赋能优化内容生态、以算法革新与功能升级畅通传播渠道、以规范标准与角色转型完善治理体系的策略方案。本文通过“淄博烧烤”这一现象级案例，实证检验了所述框架的实践有效性，为目的地营销组织在社交媒体时代重建消费者信任、提升营销效能与实现可持续发展提供了理论支持与实践指引。

Abstract: While social media has reshaped tourism consumption decision-making processes, it has also introduced new challenges such as information overload, content homogenization, and algorithmic monopoly, leading to a crisis in brand trust and imbalanced resource allocation in the market. From a marketing perspective, this study aims to explore the core dilemmas and innovative pathways in the social media dissemination of tourism information. Based on value co-creation theory, the research constructs an integrated analytical framework comprising four dimensions: brand value proposition, content ecology, platform channels, and governance synergy. It systematically proposes strategic approaches, including reconstructing brand value through authentic marketing and cultural narratives, optimizing content ecology via multi-stakeholder collaboration and technological empowerment, improving communication channels through algorithm innovation and functional upgrades, and enhancing the governance system with standardized norms and role transformation. Using the viral phenomenon of “Zibo Barbecue” as a case study, this paper empirically validates the practical effectiveness of the proposed framework, providing theoretical support and practical guidance for destination marketing organizations (DMOs) to rebuild consumer trust, enhance marketing effectiveness, and achieve sustainable development in the social media era.