A study on the monetization model of influencer traffic in the cultural tourism E-commerce industry

In the context of the digital economy, the integration of cultural and tourism e-commerce with influencer traffic has reshaped the cultural and tourism consumption ecosystem. However, the reality of "high traffic but low conversion rates" poses a significant constraint on industry development. This paper systematically explores the monetization pathways of influencer traffic in cultural tourism e-commerce through literature review and case analysis. By analyzing four core monetization models—content traffic, scenario traffic, IP traffic, and private domain traffic—it reveals the adaptability patterns of different models for entities such as scenic spots, homestays, and cultural creativity industries. Additionally, it proposes practical strategies to address the monetization challenges of influencer traffic, providing theoretical references for the digital transformation of cultural tourism enterprises.