Abstract
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.
Highlights
IntroductionDigital technology is a technology that uses equipment to process images, sounds, texts and other information, perform calculations, processing, storage, transportation, and restoration
Digital technology is a technology that uses equipment to process images, sounds, texts and other information, perform calculations, processing, storage, transportation, and restoration. It is a product of the further development of science and technology, and digitization is a process of extensive and in-depth application of digital technology
American scholar David Iger believes that brands are intangible assets and puts forward the theory of brand equity. tourist souvenir brands focus on user experience, user emotions, and "cultural" and "creative" elements can satisfy people's spiritual needs
Summary
Digital technology is a technology that uses equipment to process images, sounds, texts and other information, perform calculations, processing, storage, transportation, and restoration. It is a product of the further development of science and technology, and digitization is a process of extensive and in-depth application of digital technology. Tourist souvenirs are handicrafts and gifts purchased by tourists during the travel process. They are exquisite and portable, rich in regional and national characteristics, and are both cultural and creative. Digital technology and related industries have begun to gradually merge. Tourist souvenir brands closely related to the cultural and creative industries and digital creative industries have been repeatedly mentioned in the digital development strategy
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