摘要
本研究以自媒体时代为背景,聚焦大学生消费心理特征对旅游目的地营销策略的影响,并以南京市为例进行实证分析。研究发现,大学生群体高度依赖抖音、小红书等自媒体平台规划行程(依赖率超80%),其消费心理呈现“高社交需求”与“有限理性”并存的特点:一方面,42%的学生通过“网红打卡”维系社交认同;另一方面,68%认为网红景点体验一般,复游率不足15%。南京市通过打造高视觉符号的网红地标(如秦淮河夜游、牛首山灯光秀)、深化新媒体精准触达以及跨界融合场景创新,成功吸引大学生游客。然而,同质化问题与文化深度不足制约长期发展。未来需通过文化IP系统化(如“世界文学之都”产业链)、技术赋能沉浸式体验及区域协作实现可持续发展。本研究为旅游目的地破解流量陷阱、构建长效营销机制提供理论参考与实践路径。
This study explores the impact of college students'consumption psychology on tourism destination marketing strategies in the era of social media,with Nanjing as a case study.Research indicates that over 80%of college students rely on platforms like Douyin and Xiaohongshu for travel planning.Their consumption psychology combines"high social demand"(42%seek social identity through"viral check-ins")with"bounded rationality"(68%rate viral attractions as mediocre,with a revisit rate below 15%).Nanjing has successfully attracted young tourists by creating visually striking landmarks(e.g.,Qinhuai River night tours,Niushou Mountain light shows),leveraging social media precision marketing,and innovating cross-industry experiences.However,homogenization and shallow cultural experiences hinder long-term growth.Future strategies should focus on systematic cultural IP development(e.g.,the"World Literature Capital"industrial chain),technology-enhanced immersion,and regional collaboration.This study offers theoretical and practical insights for tourism destinations to transcend short-term traffic traps and achieve sustainable growth.
作者
薛淇文
Qiwen Xue(Nanjing Agricultural University,Nanjing,Jiangsu 210095)
出处
《金融界》
2025年第3期22-24,共3页
关键词
自媒体时代
大学生消费心理
旅游目的地营销
南京市
网红经济
social media era
college students'consumption psychology
tourism dstination marketing
Nanjing
viral economy
