电商营销下泰国游客赴川旅游的影响机制和优化路径研究

Study on the Influence Mechanism and Optimization Paths of Thai Tourists’ Travel to Sichuan under E-Commerce Marketing

摘要: 在中泰互免签证政策红利与跨境电商蓬勃发展的双重驱动下，四川凭借大熊猫、九寨沟、川菜等独特旅游资源，成为泰国游客来华旅游的核心目的地之一。本文基于旅游电子商务理论和技术接受模型，探讨电商营销对泰国游客来川旅游的影响机制，分析当前电商营销中存在的问题，并提出优化路径。研究发现，电商营销通过信息呈现、服务保障、价格促销和社交互动四个维度影响泰国游客的决策行为；当前存在支付便利性不足、产品供给单一、小语种导游短缺、平台国际化程度不高等问题。提出应通过完善数字支付体系、开发针对性旅游产品、加强小语种人才培养、优化电商平台功能等路径进一步提升泰国游客来川旅游体验和市场竞争力。

Abstract: Driven by the dual dividends of the China-Thailand mutual visa exemption policy and the vigorous development of cross-border e-commerce, Sichuan has become one of the core destinations for Thai tourists visiting China, thanks to its unique tourism resources such as giant pandas, Jiuzhaigou, and Sichuan cuisine. Based on the theory of tourism e-commerce and the Technology Acceptance Model, this paper explores the influence mechanism of e-commerce marketing on Thai tourists’ travel to Sichuan, analyzes the existing problems in current e-commerce marketing, and proposes optimization paths. Research findings show that e-commerce marketing affects Thai tourists’ decision-making behavior through four dimensions: information presentation, service guarantee, price promotion, and social interaction. The current problems include insufficient payment convenience, single product supply, shortage of small-language guides, and low degree of platform internationalization. It is proposed to further enhance the travel experience of Thai tourists to Sichuan and the market competitiveness through paths such as improving the digital payment system, developing targeted tourism products, strengthening the cultivation of small-language talents, and optimizing e-commerce platform functions.