Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)

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Research on Digital Marketing Strategies for Study Tour Destinations under the Background of Cultural and Tourism Integration

Authors
Yufeng Wang1, Jiamin Liu1, Zhian Li1, *
1Chengdu University of Information Technology, Chengdu, Sichuan Province, 610103, China
*Corresponding author.
Corresponding Author
Zhian Li
Available Online 26 February 2026.
DOI
10.2991/978-94-6239-604-3_8How to use a DOI?
Keywords
Integration of culture and tourism; Study tour; Digital marketing; Sanxingdui Museum
Abstract

As an emerging field integrating culture and tourism, study tours combine education with travel experiences. Enhancing digital marketing is crucial for the industry’s high-quality development. This research examines the Sanxingdui Museum as a case study, applying brand communication theories and empirical methods to analyze digital marketing challenges and optimization strategies for study tour destinations. The study identifies significant issues in the museum's digital marketing, including content homogenization, limited distribution channels, insufficient study elements, and lack of international perspective. To address these challenges, this paper proposes a “dual-wheel drive” optimization model featuring a three-level content matrix and a “1 + 3 + N” channel system. By strengthening brand consistency, enriching study-specific content, innovating technology applications, and expanding global outreach, the model provides a practical pathway to enhance digital marketing efficiency. These findings offer specific strategic recommendations for the Sanxingdui Museum while providing a replicable framework for similar cultural and tourism institutions undergoing digital transformation.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
26 February 2026
ISBN
978-94-6239-604-3
ISSN
2352-5428
DOI
10.2991/978-94-6239-604-3_8How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yufeng Wang
AU  - Jiamin Liu
AU  - Zhian Li
PY  - 2026
DA  - 2026/02/26
TI  - Research on Digital Marketing Strategies for Study Tour Destinations under the Background of Cultural and Tourism Integration
BT  - Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
PB  - Atlantis Press
SP  - 73
EP  - 79
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-604-3_8
DO  - 10.2991/978-94-6239-604-3_8
ID  - Wang2026
ER  -