Research on Tourism Short Video Marketing Strategy Based on STP Theory

Authors

  • Lian Ma
  • Jin Kuang

DOI:

https://doi.org/10.56028/aemr.2.1.20

Keywords:

tourism marketing; Short video marketing; STP theory.

Abstract

In recent years, major social platforms have launched short video applications, which not only add a lot of fun to people's lives, but also provide effective marketing opportunities for businesses in all walks of life. Affected by the COVID-19 epidemic, the global tourism industry suffered heavy losses. Short video marketing of tourism brings new opportunities for the recovery of tourism. Based on STP theory, this research studies the marketing strategy of short video in tourism. Specifically, this study analyzes the current situation, strategies and existing problems of short video marketing of tourist destination merchants from three dimensions: market segmentation, target market and market positioning. Finally, the research conclusion is drawn, and the corresponding innovative development suggestions are put forward for the future prospects of tourist destinations.

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Published

2022-09-20