短视频平台助力旅游信息传播策略研究

Research on strategies of short video platforms to boost tourism information communication

在“互联网+旅游”的大趋势下,短视频行业的迅速崛起催生了“网红旅游”市场,如一些位于重庆、西安的旅游目的地借助短视频传播效应被冠以“网红打卡地”之名,吸引了大批旅游消费者前往。因此,研究基于短视频平台的现状分析以及传播优劣势分析,探讨如何借助短视频平台传播旅游信息以提升旅游目的地形象,并从技术、市场、内容、传播体系、后期监测等方面提出改进策略,以期促进旅游行业的可持续发展。

Under the general trend of“internet+tourism”,with the rapid rise of short video industry,the“web celebrity tourism”market has been born.For example,some tourist destinations located in Chongqing and Xi'an have been labeled as“web celebrity clocking places”by virtue of short video transmission effect,attracting a large number of tourism consumers.Therefore,based on the analysis of the status quo of short video platforms and the analysis of the advantages and disadvantages of communication,this paper discusses how to use short video platforms to disseminate tourism information to improve the image of tourism destinations,in order to promote the sustainable development of the tourism industry,this paper also puts forward improvement strategies from the aspects of technology,market,content,communication system and later monitoring.