基于用户生成内容的社交网络媒体文化旅游营销研究

Research on User-Generated Content Social Media Cultural Tourism Marketing

摘要: 网络数字时代，文旅产品的议价能力已经从供应商转移到消费者，文旅产业需要从引导消费者决策的角度提升市场营销。本文探讨了用户生成内容(UGC)的发展，特别是社交网络媒体如微博、微信、抖音对文旅产业的促进作用。这种基于对用户生成内容的深度挖掘可以改变文旅产品供给、降低营销成本、进行精准营销。用户生成内容、点对点网络应用程序和虚拟社区的发展是未来文旅产业的发展方向。与旅行社相比，消费者更信任有评论的社交网站，在线消费者往往把用户生成内容视为一种更可靠和有用的网络信息，因为它是消费者的亲身感受而不是推销旅游产品。基于用户生成内容的社交网络媒体改变了文化旅游产品供给侧结构，降低文化旅游产品营销的成本，可以提供更好的信息服务，满足个性化需求，达到精准营销效果，基于此本文提出了社交网络媒体促进文旅产品的营销策略。

Abstract: In the digital age of Internet, the bargaining power of travel and literature products has shifted from suppliers to consumers. Travel and literature industry needs to improve marketing from the angle of guiding consumers’ decision-making. This article explores the development of Us-er-generated content, especially the role of social media such as Weibo, Wechat and Douyin in promoting the travel industry. This in-depth User-generated content can change the supply of travel products, reduce marketing costs, and conduct precision marketing. User-generated content, peer-to-peer web applications and virtual communities are the future of the travel industry. Consumers Trust social networking sites with reviews more than travel agents, and online con-sumers tend to view User-generated content as a more reliable and useful form of online infor-mation, because it is a consumer experience rather than marketing tourism products. Us-er-generated content social media has changed the supply-side structure of cultural tourism products, reducing the cost of marketing cultural tourism products, providing better information services and meeting personalized needs, to achieve the precision marketing effect, based on this article proposed the social network media to promote the travel product marketing strategy.