数字经济时代旅游电商直播的发展路径研究

Research on the Development Path of Tourism E-Commerce Live Streaming in the Digital Economy Era

摘要: 旅游电商直播是依靠电商平台和直播技术，展示和销售旅游产品的新型营销模式。在数字经济背景下，旅游电商直播已逐渐成为旅游产品销售的重要形式，不断为旅游业可持续发展注入全新动力。其价值主要体现在三个方面：提升消费者的消费体验，推动旅游营销方式的变革以及有效赋能旅游业发展。当前，旅游电商直播蓬勃发展，但存在体验真实性偏差与低价陷阱，直播内容与产品同质化，复合型人才缺失，责任主体模糊与售后无门的困境。基于此，本研究提出相应的优化路径，以驱动旅游电商直播发展，激发旅游业活力。

Abstract: Tourism e-commerce live Streaming is a new marketing mode that relies on e-commerce platforms and live streaming technology to display and sell tourism products. Against the background of the digital economy, tourism e-commerce live streaming has gradually become an important form of tourism product sales, constantly injecting new impetus into the sustainable development of tourism. Its value is mainly reflected in three aspects: improving consumers’ consumption experience, promoting the reform of tourism marketing methods and effectively enabling the development of tourism. At present, the live Streaming of tourism e-commerce is booming, but there are some difficulties, such as the deviation of experience authenticity and the trap of low price, the homogenization of live streaming content and products, the lack of compound talents, the ambiguity of responsible subjects and the lack of after-sales service. Based on this, this study proposes corresponding optimization paths to drive the development of tourism e-commerce live streaming and stimulate the vitality of tourism.