电商视域下创新旅游文创产品的路径研究
Research on the Path of Innovating Tourism Cultural and Creative Products from the Perspective of E-Commerce

近年来，随着文旅深度融合的趋势，文旅产业逐渐发展为一种新业态。同时，文旅融合的发展也带动了各类旅游文创产品的产出与热销。在数字化时代，随着大数据的广泛应用，电商平台走进日常，各种网购平台、直播带货等形式逐渐成为当下的潮流。电商平台的发展为创新旅游文创产品提供了新的路径，推动了文旅产业的优化升级，促进了文旅经济的可持续发展，开辟了文旅融合的新市场。但是，当前有些旅游文创产品仍然存在形式单一、销售路径受限、宣传力度不足等问题。针对当前这些产品存在的某些问题，结合电商平台的优势，通过打造地方独特的文旅品牌、创新数字化的旅游文创产品、加强“线上 + 线下”的宣传方式，拓宽销售渠道，突出旅游文创产品的独特性，为文旅市场注入新的活力。
In recent years, along with the trend of profound integration of culture and tourism, the cultural and tourism industry has gradually evolved into a novel form. Concurrently, the development of cultural and tourism integration has also stimulated the output and booming sales of various tourism cultural and creative products. In the digital era, with the extensive application of big data, e-commerce platforms have gained increasing popularity, and various forms such as online shopping platforms and live-streaming for selling goods have gradually become the current vogue. The advancement of e-commerce platforms offers a new route for innovating tourism cultural and creative products, facilitates the optimization and upgrading of the cultural and tourism industry, promotes the sustainable development of the cultural and tourism economy, and pioneers a new market for cultural and tourism integration. Nevertheless, at present, some tourism cultural and creative products still encounter issues such as a simplex form, restricted sales channels, and inadequate publicity. In response to some of the current problems of these products, in combination with the advantages of e-commerce platforms, by establishing unique local cultural and tourism brands, innovating digital tourism cultural and creative products, reinforcing the “online + offline” publicity approaches, broadening sales channels, and highlighting the distinctiveness of tourism cultural and creative products, fresh vitality is instilled into the cultural and tourism market.