Research on Digital Era Marketing Strategies for Homestays: A Case Study of Social Media Application

Abstract

This paper focuses on the transformation of marketing strategies for homestays in the digital era, using Dalian Jinshi Designer Homestay as a case study. Through text analysis of 1,220 tourist reviews collected from OTAs and social platforms, combined with BDP visualization and KANO model analysis of demand hierarchy, the study reveals: Emotional drivers form the core competitiveness of social media marketing, where emotional measures like concierge services increase tourists' sharing willingness by 37%; Market positioning deviations (35% parent-child guests with inadequate safety facilities) trigger supply-demand conflicts; Product defects (poor sound insulation, unstable water temperature) lead to traffic penalties on OTAs; Data-driven strategies (demand triangle model) effectively boost per-room revenue by 41.2%. Finally, recommendations are proposed from three aspects: optimizing emotional experiences, precise customer group operations, and product quality upgrades, providing practical references for the digital marketing transformation of the homestay industry.