社交媒体视域下“网红打卡”现象对旅游电商发展的影响研究

Study on the Influence of the Phenomenon of “Internet Celebrities Visit” on the Development of Tourism Electronic Commerce from the Perspective of Social Media

摘要: 随着社交媒体的普及和快速发展，“网红打卡”现象已成为旅游电商领域不可忽视的力量。本研究深入探讨了“网红打卡”现象对旅游电商发展的影响，揭示了其在促进旅游目的地吸引力、提升旅游产品知名度和销量、促进消费者决策过程以及积极塑造旅游电商营销策略方面的显著作用。同时，也指出了这一现象可能带来的潜在风险与挑战，包括可能导致旅游电商服务品质的下降、旅游管理的复杂性增加、过度宣传的倾向，从而给旅游目的地带来环境压力、安全隐患、商业化过度等问题，这些问题最终可能导致消费者体验的降低，影响其旅游消费意愿和忠诚度。鉴于此，本研究就其存在的问题提出相应的策略建议，旨在引起旅游电商行业的广泛关注、重视和有效应对，以促进整个旅游产业的可持续发展。

Abstract: With the popularity and rapid development of social media, the phenomenon of “Internet celebrities visit” has become a force that cannot be ignored in the field of tourism electronic commerce. This study deeply discusses the impact of the phenomenon of “Internet celebrities visit” on the development of tourism e-commerce, revealing its significant role in promoting the attractiveness of tourist destinations, enhancing the visibility and sales of tourism products, promoting the decision-making process of consumers, and actively shaping the marketing strategy of tourism e-commerce. At the same time, the research also points out the potential risks and challenges that this phenomenon may bring, including the decline in the service quality of tourism e-commerce, the increase in the complexity of tourism management, and the tendency of over-publicity, which may bring environmental pressure, security risks, and excessive commercialization to tourist destinations, which may ultimately lead to the reduction of consumer experience. It affects their willingness and loyalty to travel consumption. In view of this, the study puts forward corresponding strategic suggestions on the existing problems, aiming to arouse the extensive attention and effective response of the tourism e-commerce industry, so as to promote the sustainable development of the entire tourism industry.