数字营销对乡村旅游者情绪价值创造的影响机制

The Influence Mechanism of Digital Marketing on the Emotional Value Creation of Rural Tourists

摘要: 在数字经济重塑乡村旅游生态的进程中，政策引导与市场需求共同构成双重驱动力，不仅为乡村旅游带来新的增长动力，也凸显出传统情绪传递方式效率低下与数字技术应用潜力之间的关键矛盾。本文立足于数字经济、情绪价值与数字营销之间的互动关系，提出信息传播、个性化推荐和社交互动三重维度构成的分析框架，探讨乡村旅游数字营销对情绪价值创造的作用路径，阐释情绪价值如何从短暂体验转化为持久认同的动态演进过程。研究构建了一个具有创新性和解释力的理论模型，为相关政策设计及旅游企业的情绪价值传递与高效运营提供借鉴与参考。

Abstract: In the process by which the digital economy reshapes the rural tourism ecosystem, policy guidance and market demand jointly constitute a dual driving force. This dynamic not only generates new momentum for the growth of rural tourism but also highlights a critical tension between the low efficiency of traditional modes of emotional transmission and the untapped potential of digital technologies. Grounded in the interactive relationships among the digital economy, emotional value, and digital marketing, this study proposes an analytical framework comprising three interrelated dimensions—information dissemination, personalized recommendation, and social interaction—to examine the pathways through which digital marketing in rural tourism facilitates emotional value creation. It further elucidates the dynamic evolutionary process through which emotional value transforms from a transient experience into enduring identification. By developing an innovative and explanatory theoretical model, this research provides valuable insights and references for policy design as well as for tourism enterprises seeking to enhance emotional value transmission and achieve more efficient operations.