四川旅游学院学报

以"互联网+"背景下乡村旅游营销新模式为基点,探讨乡村旅游营销理念新趋势,采用深度访谈法和实地调查法,分析桃源村发展现状。从小企业经营主网络营销水平参差不齐、旅游体系尚未完整、网络平台建设滞后、产品单一、线上线下融合性不足、推广力度不足六个方面分析了桃源村发展乡村旅游网络营销的阻碍,并提出了对策,即政府引导强化网络营销意识、确定目标市场、完善网络平台、促进产品多元化、推进线上线下全方位融合、拓展营销渠道、开辟新模式。

Based on the new mode of rural tourism marketing under the background of internet plus,the paper discusses the new trend of rural tourism marketing and analyzes the development of Taoyuan Village by adopting in-depth interview and field investigation.It finds that owners of small enterprises are not equally competent for internet marketing;the tourist system is still to be completed;online platforms lag behind;the integration of online and offline resources is far from satisfactory,and publicity effects still need improving.It goes on to offer countermeasures as follows:efforts should be made by relevant authorities to enhance the awareness of internet marketing,specify the target market,improve the network platform,promote the diversification of tour products,promote the all-around integration of online and offline resources,expand marketing channels,and open up new models.