数字经济时代“影视 + 文旅”的融合模式与营销路径

The Integration Model and Marketing Approach of “Film and Television + Cultural Tourism” in the Digital Economy Era

摘要: 随着数字经济与文旅产业的深度融合，影视作品已逐渐成为驱动旅游目的地网络营销与消费增长的关键因素。本文以《去有风的地方》与《我的阿勒泰》两部影视剧为例，探讨影视IP如何作为整合营销的核心资产，通过线上内容构建专属于消费者的独特意义空间，推动社交传播裂变、成功引导消费决策，最终实现从线上关注到线下旅游消费的转化。研究表明，成功的影视IP能有效激发观众情感共鸣与消费意愿，带动旅游人次与收入的显著提升，并延长长尾经济价值。为此，研究从数字内容策略、协同营销网络和IP价值延伸三个维度，提出“影视 + 文旅”可持续商业化路径，以此助力地方文旅产业高质量发展。

Abstract: Against the backdrop of deepening integration between the digital economy and cultural tourism, audio-visual works have gradually emerged as pivotal drivers of online marketing and consumption growth for tourist destinations. This paper takes two audio-visual productions, To the Windy Place and My Altay, as case studies to explore how film and television IP functions as a core asset in integrated marketing. By constructing a unique meaning space tailored to consumers through online content, such IPs facilitate the fission of social communication, effectively guide consumer decision-making, and ultimately realize the conversion from online attention to offline tourism consumption. The findings indicate that successful film and television IPs can efficiently evoke emotional resonance and consumption intentions among audiences, significantly boosting tourist arrivals and revenue while extending long-tail economic value. Accordingly, this study proposes a sustainable commercialization path for the “film and television + cultural tourism” model from three dimensions: digital content strategy, collaborative marketing network, and IP value extension, aiming to support the high-quality development of local cultural tourism industries.