山东师范大学学报(自然科学版)

网红经济作为一种聚集流量与热度将粉丝的注意力转化为购买力从而实现流量变现的商业模式，已经成为助推乡村旅游产业发展的有效渠道.本文基于注意力经济理论、口碑营销理论、游客感知理论、旅游地生命周期理论，分析了网红经济的内涵和特点，从消费者购买过程入手探究网红经济助推乡村旅游产业发展的内在机理，结合在山东省沂南县竹泉村的实地调研，提出乡村可以运用网红经济实现游客粉丝流量与乡村物质、精神财富留量的相互转换、长久维系，为乡村借助网红经济实现旅游产业长足发展提供了一条可参考的路径.

Internet celebrity economy, as a business model that gathers traffic and popularity and converts fans' attention into purchasing power to realize traffic realization, has become an effective channel to boost the development of rural tourism industry. Based on attention economy theory, word-of-mouth marketing theory, tourist perception theory and tourism destination life cycle theory, this paper analyzes the connotation and characteristics of Internet celebrity economy, and explores the internal mechanism of Internet celebrity economy boosting the development of rural tourism industry from the perspective of consumer purchase process. Combined with field research in Zhuquan Village of Yinan County in Shandong Province, it is proposed that the countryside can use the Internet celebrity economy to realize the mutual conversion and long-term maintenance between the flow of tourists′ fans and the amount of material and spiritual wealth in the countryside, which provides a reference path for the countryside to realize the long-term development of tourism industry with the help of the Internet celebrity economy.