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

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.