The paper is based on the theory of value co-creation in the innovation ecosystem,using a case analysis method.Based on Ctrip live streaming data from 2020 to 2022,the paper constructs a value co-creation model for the tourism live streaming ecosystem,focusing on the three elements of'people,goods,and scene'present in the tourism live streaming ecosystem.It analyzes the value co-creation mechanism among product suppliers,anchors,auxiliary teams,and audiences that constitute the main body of tourism live streaming,and proposes recommendations to explore user markets,cultivate content ecology,empowering scenario marketing and upgrading digital dynamic management.The research findings contribute to the theoretical research and innovative practice ai-ming at promoting the high-quality development of the tourism industry.
关键词
旅游直播/生态系统/价值共创/人货场/模式
Key words
tourism live streaming/ecosystem/value co-creation/people,goods and scene/marketing model
维普
万方数据