基于SICAS模型的乡村旅游网络直播发展模式研究

一一以新乡市为例

中图分类号：F323 文献标志码：A 文章编号：2096-9902（2025）16-0015-04

Abstract：Asamarketing tool，onlinelivestreamingiswidelyusedinthetourismindustry.Throughsurveysandcase studies，themainbody，platform，andcontent-levelefetsofruraltourismonlinelivebroadcastinginXinxiangCityare summarized.TheSICASmodelisamarketingmodelproposedforconsumerconsumptionbehaviorintheInternetera.Basedon thismodel，adevelopmentmodelforonlinelivebroadcastingtohelpruraltourismisproposed.Theresearchfoundthatthrough multi-platformlayouttoincreasetheexposureoflivebroadcasts，createculturalcontenttostimulatetouristsinterestsetup interactivemechanismstoenhanceconnections，optimizeconsumptiontransformationpaths，andestablishsharingincentive mechanisms，thecommunicationefectandeconomicbenefitsofruraltourismcanbeimproved，andthedevelopmentofrural tourism will help rural revitalization.

Keywords：online live streaming;rural tourism;SICAS model; tourism marketing;model research

随着互联网的发展与网络直播用户的普遍化，乡村旅游各主体逐渐使用网络直播开展线上营销。（剩余6319字）