短视频平台中主题公园品牌传播效果研究——基于抖音平台“北京环球影城”话题的实证分析

本文通过对抖音平台“北京环球影城”话题的实证研究发现,普通用户已经成了北京环球影城相关内容的生产主体,且能够在短视频平台中取得较好的传播效果;在视听语言上,特效的使用能够显著提升传播效果,此外横屏与混合屏的拍摄视角、运动镜头的使用、中近景的景别运用能够提高部分传播效果,时长也与部分传播效果呈正相关;在叙事主题上,与游览记录类视频相比,游玩攻略类视频在部分传播效果上表现更好,其中与微纪录片类似的分享式游玩攻略类视频表现最佳。因此本文提出,作为旅游产品的主题公园在短视频平台中可以鼓励普通用户运用各种视听语言进行微纪录片类型内容的创作,以达到更好的传播效果。

Based on empirical research of the topic Universal Studios Beijing on Tik Tok platform, this paper shows that ordinary users have become the main part who published the content about Universal Studios Beijing, and can achieve better dissemination effects on short video platforms. On audio-visual language, special effects can significantly improve the communication effects. In addition, the shooting angle of the horizontal screen and the mixed screen, the use of moving shot, and the use of medium and close-up scenes can improve part of the communication effects, and the duration is also positively related to part of the communication effects. In terms of the narrative themes,compared with the tour recording videos, the tour guide videos have better performance in some communication effects, and the sharing tour guide videos similar to the micro-documentary have the best performance. Therefore, this paper proposes that theme parks as tourism products can encourage ordinary users to use various audio-visual languages to create micro-documentary content in the short video platform, so as to achieve better communication effects.