多维评估模型下历史文化景区数字化营销研究——以骊靬古城为例

Research on Digital Marketing of Historical and Cultural Scenic Spots under Multidimensional Evaluation Model-Tet the ancient city of Li as an example

摘要

本文以甘肃省金昌市骊靬古城为研究对象，探索历史文化型旅游目的地的数字化营销策略。通过文献研究和案例分析方法，构建“文化价值—市场需求—产品可行性”多维评估模型，设计“文化IP+特色农产品”复合型产品体系，提出以内容营销为核心、社交电商为载体、数据驱动为支撑的整合营销策略，为同类地区文旅产品数字化开发与营销提供理论参考和实践指导。

Abstract

This article takes Liqi Ancient City, Jinchang City, Gansu Province as the research object to explore the digital marketing strategy of historical and cultural tourist destinations. Through literature research, field research and data analysis, a multi-dimensional evaluation model including cultural value, market demand and product feasibility has been built, and a composite product system of “cultural IP + characteristic agricultural products” has been designed. The research puts forward an integrated marketing strategy supported by content marketing as the core, social e-commerce as the carrier, and data-driven. The research results can provide theoretical reference and practical guidance for the digital development and marketing of cultural tourism products in similar regions.

关键词

文旅产品 / 多维评估模型 / 数字化营销

Key words

cultural tourism products / multi-dimensional evaluation model / digital marketing

参考文献

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[2] 李建清, 杨京钟 . 数字赋能文旅产业高质量发展问题探析[J]. 科学决策， 2025. 3

[3] 张胜男, 刘鹏 . 文化与旅游[M].北京:中国人民大学出版社, 2025

[4] 戴斌 . 中国旅游经济发展年度报告（2023—2024）[M].北京：旅游教育出版社， 2024.

[5] Green, M. C. & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology.

[6] 张诚平, 夏雨晴 . 短视频助力文旅融合发展的创新路径[J]. 传媒. 2024. 12

基金资助

2024年甘肃省大学生创新创业训练计划项目(S202412833006X)