Research On The Impact Of Webcast On Gaolou Town The Development Of Rural Tourism

In the context of mobile Internet,webcast has quickly penetrated into people’s daily life as soon as it appears,and mobile webcast has become an important way for people to obtain information every day.Webcast is different from traditional media.It can realize the audience’s recognition of product value,spirit and emotion through a strong sense of introduction.In the era of live webcast,tourism destinations represented by rural tourism need to actively adapt to major changes in the marketing environment and communication methods,and need to make scientific use of new media to improve the effect of marketing and publicity.This paper focuses on the deep marketing brought by webcast,and puts forward specific countermeasures to improve the promotion of webcast.Firstly,this paper introduces the policy background and industry background of the research,and combs and analyzes the existing research at home and abroad,including rural tourism,webcast and its impact,and the impact of webcast on the development of rural tourism.At the same time,the research content,method,purpose and significance of this paper are described.Secondly,this paper combs and systematically expounds the basic concepts such as rural tourist bus and webcast,as well as the three-tier ladder model and push-pull theory.Then,this paper analyzes the current situation of rural tourism development from three aspects: rural tourism resources,tourist scale and achievements in Gaolou town.At the same time,combined with the live broadcast main body,content form and live broadcast effect of rural tourism in Gaolou Town,this paper analyzes the current situation of online live broadcast marketing.Then,based on the relevant research,this paper constructs the impact model of webcast on rural tourism in Gaolou Town,and analyzes the relevant research assumptions.Combined with the interview results of relevant personnel,this paper constructs a questionnaire on the impact of webcast on rural tourism in Gaolou town.For the relevance of the questionnaire content,this paper conducted a questionnaire pre survey,and adjusted and optimized the questionnaire content according to the pre survey results.This paper uses the method of combining online and offline to distribute the questionnaire,and carries out descriptive analysis and regression analysis on the collected questionnaire data.It is found that webcast has a positive impact on the development of rural tourism in Gaolou town.Finally,according to the final empirical results,this paper puts forward further optimization measures for the problems of webcast promoting the development of rural tourism in Gaolou Town,so as to have a positive impact on the promotion of webcast on the development of rural tourism.The main conclusions of this study are as follows:.(2)It is found that the direct broadcast of rural tourism in Gaolou Town mainly has some problems,such as limited influence of channels,insufficient innovation of live broadcast content,imperfect live broadcast service system and lack of relevant professionals.It also puts forward countermeasures and suggestions to enhance the influence of live broadcast,innovate the content and form,improve the service system and cultivate professional talents,so as to play a positive role in the development of rural tourism in Gaolou Town.On the one hand,this research enriches the theoretical research of rural tourism webcast,constructs and verifies the impact model of webcast on rural tourism,which lays a certain foundation for future researchers.On the other hand,with the rise of webcast,webcast has become an important means of marketing and communication for various rural tourist attractions.The research results are also conducive to the use of webcast means for rural tourism in Gaolou town,Carry out publicity and marketing to enhance popularity and influence.At the same time,it also provides a reference for the development of rural tourism in other towns,which has a certain practical significance.