互联网背景下文化旅游产品营销研究——以青岩古镇为例

Research on the Marketing of Cultural Tourism Products under the Internet Background—Taking Qingyan Ancient Town as an Example

摘要: 互联网的发展给旅游带来新的变化，而文化旅游是一种备受关注的旅游形式，互联网背景下作为文化旅游核心组成部分的文化旅游产品的营销，展现出巨大的潜力。基于当前青岩古镇文化旅游产品情况，从营销方式、消费者体验、品牌IP等方面，提出具体路径，为青岩古镇经济注入活力。

Abstract: The development of the Internet has brought new changes to tourism, and cultural tourism is a form of tourism that has attracted much attention. The marketing of cultural tourism products, as the core component of cultural tourism, shows great potential under the Internet background. Based on the current situation of cultural tourism products in Qingyan Ancient Town, specific paths are proposed from the aspects of marketing methods, consumer experience, brand IP, etc., to inject vitality into the economy of Qingyan Ancient Town.