数字化营销对居民旅游消费意愿的影响

The Influence of Digital Marketing on Residents’ Willingness to Travel Consumption

摘要: 本文深入探讨了数字化营销对居民旅游消费意愿的影响机制及其具体表现。数字化营销通过精准靶向、双向交互和敏捷响应等核心特点，重构了旅游企业和消费者之间的连接方式。它基于社会交换理论，通过降低信息搜索成本、增强信任与口碑效应以及提升旅游目的地形象等方式，显著提升了居民的旅游消费意愿。个性化服务、互动体验和信息透明度的提升是数字化营销影响旅游消费意愿的关键因素。个性化服务基于用户数据画像实现动态需求匹配；互动体验通过沉浸式技术和社交化工具打破信息不对称；信息透明度则通过多源信息聚合和区块链确权技术，为消费者提供可信的决策依据。这些因素共同推动了旅游业的数字化转型，为旅游企业提供了更高效的营销手段，也为消费者带来了更优质的旅游消费体验。

Abstract: This study explores the mechanisms and manifestations of digital marketing’s influence on residents’ tourism consumption intentions. Through core features including precise targeting, two-way interaction, and agile responsiveness, digital marketing has redefined consumer-tourism enterprise connections. Grounded in social exchange theory, it significantly enhances travel willingness by reducing information search costs, strengthening trust and word-of-mouth effects, and elevating destination image. The enhancement of personalized services, interactive experiences, and information transparency are key factors influencing tourism consumption willingness through digital marketing. Personalized services achieve dynamic demand matching through user data profiling; interactive experiences break down information asymmetry via immersive technologies and social tools; while information transparency provides consumers with credible decision-making references through multi-source data aggregation and blockchain-based rights confirmation technology. These synergies drive tourism industry digital transformation, empower businesses with efficient marketing strategies, and deliver superior consumer experiences in travel consumption.