| The cold winter of the epidemic is coming to an end,and the heavily hit tourism industry,especially the outbound tourism industry,has ushered in opportunities.The tourism live broadcast mode is the most vital recovery mode.This thesis has selected Malaysia A Tourism Company as its research object,utilizing both qualitative and quantitative research methods.An analysis of the current situation,problem analysis,and empirical analysis of online live broadcast marketing will be conducted to identify issues and deficiencies,as well as to propose strategies that could amplify the impact of such marketing.A Tourism Company’s webcast marketing is chosen as the research point for this thesis.To begin,it examines the current state of webcast marketing,outlines its organizational structure and live products,and then evaluates the growth of live marketing from customers,channels and products’ perspectives.Summarizing the issues in the present situation analysis,five of which are inadequate market positioning,product uniformity,an antiquated marketing system,inadequate attraction,a single marketing tool,and inadequate customer management,the reasons behind them are determined to be unreasonable organizational structure,inadequate innovation aptitude,inadequate staff knowledge structure,and a deficiency of thorough market research.An empirical study was conducted,uncovering that the platform and service have a remarkable beneficial effect on both perceived value and tourism willingness;moreover,the amalgamation of live broadcast and perceived value and tourism willingness is also significantly advantageous.The perceived value of a live broadcast has a considerable,beneficial influence on the desire to travel and purchase intention,and is a mediator in the effect of platform and service,live interaction,and live presence on travel intention.Proposing a marketing strategy,incorporating clear positioning,innovative products and flexible pricing,the problem analysis and empirical analysis were finally conducted.To maximize efficiency,the team was optimized and regular visits were made;interactive awareness was optimized to create a feeling of presence;live content was enriched to increase perceived value;and the social live broadcast platform was employed to enhance interactivity.As an international student,the author hopes to provide some reference for the revitalization of domestic tourism companies through this study,and also hopes that the tourism between China and Malaysia will develop together. |
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