Research Article

Challenges and Coping Strategies Brought by Digital Media to the Development of B&B Industry under the Perspective of Field Theory

Authors

  • Qiaoying Zhu Department of Public Security, Public Security Studies, Zhejiang Police College, Hangzhou 310053, China
  • Huilan Zhong Department of Public Infrastructure, Zhejiang Police College, Hangzhou, China
  • Jiayi Chen Department of Public Security, Public Security Studies, Zhejiang Police College, Hangzhou 310053, China

Abstract

Based on Bourdieu's field theory, the article discusses the challenges and coping strategies of digital media in the development of the B&B industry. In the Internet field, the power struggle between B&B operators and consumers becomes the main focus. By utilizing the Internet platform, B&B operators compete to increase brand awareness and influence and attract consumers' attention. Meanwhile, consumers also influence B&B brands through the Internet field, forming a complex, competitive network. In the competition for symbolic capital, B&Bs gain social recognition through the Netflix effect and celebrity recommendations to further enhance their image and competitiveness, and through self-media accounts and matrix content marketing, B&B content is widely disseminated to enhance their exposure in the Internet arena. However, the B&B industry is also facing the problem of homogenization and needs to maintain its personalized characteristics in competition. Combining local characteristics and innovative models, B&B operators can achieve sustainable development and promote rural revitalization.

Article information

Journal

Journal of Humanities and Social Sciences Studies

Volume (Issue)

6 (5)

Pages

01-06

Published

07-05-2024

How to Cite

Zhu, Q., Zhong, H., & Chen, J. (2024). Challenges and Coping Strategies Brought by Digital Media to the Development of B&B Industry under the Perspective of Field Theory. Journal of Humanities and Social Sciences Studies, 6(5), 01–06. https://doi.org/10.32996/jhsss.2024.6.5.1

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Keywords:

Bed and breakfast; digital media; field theory; symbolic capital.