数字驱动下旅游目的地文旅产品营销创新：逻辑、模式与路径

中图分类号：F592.68 文献标志码：A 文章编号：1672-1012（2025）03-0051-06

Abstract：Innovation in marketing cultural tourism products is crucial for promoting the reproduction cycle of the cultural tourism industry，driving local economic development，and stimulating consumption vitality. Based on innovation systems theory，this study constructs a comprehensive marketing model acrossfive dimensions： digital openness theory，digital classification and positioning，digitaltraditional integration，digital technology application，and digital stakeholder colaboration. The model achieves full-category coverage， precision targeting，omnichannel communication， intelligent operations， and integrated multi-channel strategies. This framework establishes a high-quality innovation pathway for marketing cultural tourism products， thereby facilitating the unleashing of consumer spending potential.

Keywords： digital-driven;cultural tourism products；marketing innovation

近期我国经济面临有效需求不足、供给冲击严重和投资增速下降三重压力。（剩余8386字）