基于内容分析的景点虚拟宣传片内容特征研究

Research on Content Characteristics of Virtual Promotional Video of Scenic Spots Based on Content Analysis Method

[目的/意义]为了帮助旅游景点拍摄出优秀的虚拟宣传片,为出行者提供高质量的出行决策情报。[方法/过程]本文采用内容分析法分析了国内外22段典型的旅游景点虚拟宣传片,[结果/结论]发现这些景点虚拟宣传片具有“内容以自然元素为主”、“拍摄手法多采用移动视角、仰视视角和平视视角”、“全部采用背景音乐、部分采用背景音效”、“少数引入互动元素”等特征,因此,景点虚拟宣传片的拍摄应注意“将时长控制在1~3分钟,有效展示景点最鲜明的特征”、“选择适合景点特色的拍摄方式,为出行者提供沉浸式体验”、“增添人文元素,为出行者提供丰富的、生动的出行决策情报”、“采用与画面相匹配的音效和音乐,为出行者提供愉悦性视听体验”、“增加互动元素,为出行者提供临场感”等问题。

[Purpose/Significance]In order to help the tourist attractions to shoot excellent virtual promotional video of scenic spots and to provide high-quality travel decision-making information for travellers.[Method/Process]This paper analyzed 22 typical virtual promotional video of scenic spots by content analysis method.[Result/Conclusion]The results showed that the features of these virtual promotional video of scenic spots include"mainly focus on natural elements""mostly adopt shooting techniques of mobile,upward or horizontal angle of view""all use background music while some of them additionally use background sound"and"interactive elements are introduced in a minority of them".There were some suggestions that should be paid attention to when shooting virtual promotional videos of scenic spots.The length of the promotional video should be controlled from 1 to 3 minutes to effectively display the most distinctive features of the scenic spot.Suitable shooting method should be chosen for the characteristics of scenic spots to provide travelers with immersive experience.Humanistic elements should be added to provide travellers with rich and vivid travel decision-making information.Background sound and background music that matched the picture should be used to provide a pleasant audiovisual experience for travellers.The quantity of interactive elements into virtual promotional video of scenic spots should be increased to provide a sense of presence for travelers.