短视频在旅游目的地形象构建中的角色分析与建议

Role-based Analysis and Suggestions of Short Video in the Construction of Tourists Destination Image

学界对于短视频与旅游目的地形象的交叉研究多以营销传播属性为切入点,强调短视频作为市场营销工具的运用,鲜少涉及短视频在旅游目的地形象构建中的深入分析。文章从认知载体和创新工具两个角度展开,对短视频在旅游目的地形象构建中的角色进行描述性研究,分析了短视频对旅游目的地形象构建的正向影响和创新作用,并对旅游目的地形象构建中的短视频应用给出了建议。

The cross-research of short videos and tourism destination image in academia mostly focuses on marketing communication attributes, emphasizing the use of short video as a marketing tool, and few researchers are involved in in-depth analyses of short videos in the construction of tourism destination image. From the perspective of cognitive carrier and innovation tools, this paper makes a descriptive research of short videos in the construction of tourism destination image, analyses the positive impact and innovative effects of short videos, and gives some suggestions on the application of short videos in the construction of tourism destination image.