石基信息：2025年文旅行业新媒体营销趋势报告

Group 1 - The core viewpoint of the report is that the marketing logic in the cultural tourism industry is undergoing a structural transformation from "traffic harvesting" to "value co-creation" due to the impact of digitalization [1][2] - The report identifies eight key trends based on 12 cutting-edge cases from the 2025 DTA Digital Tourism Awards, highlighting the importance of digital transformation in the hotel industry in 2025 [1][2] - Marketing objectives are evolving from "brand exposure" to "integrated effectiveness and sales," emphasizing a full-link value co-creation approach [1][2][6] Group 2 - In platform ecology, the focus is shifting from "advertising" to "co-construction" to maximize traffic leverage, with examples such as Wanda Hotels creating the "Wanyouji" IP on Xiaohongshu [1][2][24] - AIGC technology is becoming a new engine for content efficiency and creative explosion, as demonstrated by Ctrip's use of AIGC tools to generate viral videos during the Double Eleven shopping festival [1][2][24] Group 3 - The tourism destination marketing is transitioning from symbolic representation to experiential engagement, as seen in the case of Xilin Gol League's "Grassland Fuwa Aqi La" IP [2][6] - Event-based marketing is gaining traction, with examples like Fliggy and Changbai Mountain Wanda's Guinness World Record challenge, which adds social significance to marketing nodes [2][6] - Vertical community operations are being emphasized, with Kaiyuan Travel's "City Brush Circle" activity targeting specific customer groups to convert communities into private assets [2][6] Group 4 - Offline experiences are being integrated with online communication, as AI robots are introduced as new IPs in scenic areas, enhancing visitor experiences [2][6] - The "IP+" strategy is becoming a key approach for breaking through in cultural tourism, with Tongcheng Travel collaborating with major films and variety shows to create a marketing ecosystem [2][6] - The report also discusses the core values of the 2025 digital transformation trends in the Chinese hotel industry, including maturity index models and multi-dimensional performance insights [2][6]