“旅游 + 电商”协同驱动下上海入境旅游市场营销模式路径探索

Exploration of Marketing Model Paths for Shanghai’s Inbound Tourism Market Driven by “Tourism + E-Commerce” Synergy

摘要: 近几年上海入境旅游逐步复苏，但“旅游体验与消费转化脱节”问题突出。不足半数海外游客通过电商预订旅游产品，超六成本地消费集中线下，电商对“预订–体验–消费–复购”全周期需求的支撑未充分激活。国际游客需求已从“单一景点游览”升级为“全链路便捷化”，传统营销模式难以适配其跨境预购、本地即时服务、离境复购诉求。上海虽具备跨境电商规模大、本地电商国际覆盖率高、多语种支付完善等优势，却存在“景区产品线下主导、跨境自提网点有限、本地电商外语版功能单一”三大断层。研究结合豫园、天猫国际、抖音电商国际版等案例，构建“场景融合–电商协同–数据驱动”全链路营销模式，通过界定上海入境旅游市场“三维属性”与“旅游 + 电商”融合模式“四大内核”，剖析其营销现状与核心问题，提出“场景融合、跨境–本地协同、数据共享”三大优化路径，以激活电商对入境旅游的支撑潜力，提升消费转化率与游客满意度，助力上海从“入境旅游门户”向“世界级旅游消费目的地”跃迁。

Abstract: In recent years, Shanghai’s inbound tourism has gradually recovered, but the problem of “disconnection between tourism experience and consumption transformation” was prominent. Less than half of overseas tourists book tourism products through e-commerce, and more than 60% of the local consumption is concentrated offline. The support of e-commerce for the full-cycle demand of “booking-experience-consumption-repurchase” has not been fully activated. The demand for international tourists has been upgraded from “single attraction tour” to “full-link convenience”, and the traditional marketing model is difficult to adapt to its cross-border pre-purchase, local instant service, and departure repurchase demands. Although Shanghai has the advantages of large scale of cross-border e-commerce, high international coverage of local e-commerce, and perfect multilingual payment, there are three major faults: “offline dominance of scenic spot products, limited cross-border pick-up outlets, and single function of local e-commerce foreign language version”. By defining the “three-dimensional attributes” of Shanghai’s inbound tourism market and the “four cores” of the “tourism + e-commerce” integration model, the marketing status and core problems are analyzed, and the three optimization paths of “scene integration, cross-border—local collaboration, and data sharing” are put forward to activate the support potential of e-commerce for inbound tourism, improve consumption conversion rate and tourist satisfaction, and help Shanghai from Inbound tourism gateway” to “world-class tourism consumption destination”.