基于混合方法的目的地营销策略理论框架构建

The Construction of a Theoretical Framework for Destination Marketing Strategies Based on Mixed Methods

摘要: 本文旨在构建一个适应数字时代变革的旅游目的地营销策略理论框架。研究采用系统性文献综述法，整合营销传播、拟人化理论、体验经济与价值共创等多重视角，提出“策略–方法”二维分析模型。本文通过批判性梳理现有理论与典型案例，阐明混合研究方法如何作为“洞察引擎”支撑策略创新。研究认为，在技术快速演进的背景下，目的地营销需回归人与地方之间真实、有尊严的情感联结，未来研究应关注理论框架的实证检验与深化。

Abstract: This paper aims to construct a theoretical framework for tourism destination marketing strategies that is adaptable to the changes of the digital age. The research adopts a systematic literature review method, integrating multiple perspectives such as integrated marketing communication, anthropomorphism theory, experience economy, and value co-creation, and proposes a “strategy-method” two-dimensional analysis model. This paper critically reviews existing theories and typical cases to illustrate how mixed research methods can serve as an “insight engine” to support strategic innovation. The study argues that in the context of rapid technological evolution, destination marketing should return to the genuine and dignified emotional connection between people and places, and future research should focus on the empirical testing and deepening of the theoretical framework.