Abstract
With the continuous development of digital collections at home and abroad, various industries are exploring the development and marketing path of digital collections. The tourism industry faces problems such as low repurchase rate of products and weak user retention ability, how to improve user loyalty and continue to attract tourists for re-consumption is an important direction for the future development of the tourism industry, and digital collections play an important role in cultivating consumer loyalty and brand marketing. Focusing on the tourism industry, this study analyses the existing problems of digital collections, and puts forward the development and marketing path of digital collections in the tourism industry by focusing on the development of private traffic, expansion of consumption scenes, enrichment of cultural connotations, and innovation of marketing methods.
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