大运河江苏段园林文化研学产品设计及新媒体营销策略研究

Research on the Design of Educational Products and New Media Marketing Strategies for the Garden Culture of the Jiangsu Section of the Grand Canal

摘要: 本研究以大运河江苏段园林为案例地，运用文献分析法等，对大运河江苏段园林文化研学旅游产品开发原则，园林文化研学旅行产品线路设计以及园林文化研学旅行产品新媒体营销策略进行研究，提出了研学旅行产品设计的原则，并以扬州园林为具体案例地，进行研学线路策划设计，最后提出针对园林文化研学旅行产品的新媒体营销策略。

Abstract: This study takes the gardens of the Jiangsu section of the Grand Canal as a case study, and uses literature analysis methods to study the development principles of garden culture study tour products, the design of garden culture study tour product routes, and the new media marketing strategies of garden culture study tour products in the Jiangsu section of the Grand Canal. The principles of study tour product design are proposed, and the Yangzhou gardens are used as a specific case study to plan and design study tour routes. Finally, a new media marketing strategy for garden culture study tour products is proposed.