| Issue |
E3S Web Conf.
Volume 251, 2021
2021 International Conference on Tourism, Economy and Environmental Sustainability (TEES 2021)
|
|
|---|---|---|
| Article Number | 03044 | |
| Number of page(s) | 4 | |
| Section | Research on Earth Climate and Land and Ocean Resources | |
| DOI | https://doi.org/10.1051/e3sconf/202125103044 | |
| Published online | 15 April 2021 | |
The role and path of digital marketing in tourist souvenir brands
1 Department of Visual Communication Design, School of Arts and Design, Hubei University of Technology, Hongshan, Wuhan, Hubei, China.
2 Department of Environmental Design, School of Arts and Design, Hubei University of Technology, Hongshan, Wuhan, Hubei, China.
* Corresponding author: 101800740@hbut.edu.cn
The extensive and in-depth application of digital technology has led to the transformation of marketing methods. This article analyzes the role and path of digital marketing in tourist souvenir brands through case studies, expert interviews and literature studies. The findings suggest that the rational use of digital technology can not only reshape brand competitiveness, but also play a role in deepening product integration and enhancing brand communication. To realize digital marketing of tourist souvenir brands, it is necessary to formulate effective brand marketing strategies and create a personalized brand image in order to realize the conversion of cultural and creative product sales.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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