旅游目的地抖音短视频营销的蜂窝理论模型建构

The Honeycomb Theory Model of Tourist Destinations of Tiktok Marketing

抖音短视频作为一种重要的社会传播媒介,在旅游目的地形象展示与旅游目的地营销等方面发挥着举足轻重的作用。文章以抖音短视频为切入点,基于旅游系统和旅游地生命周期等理论,从时空维度研究旅游目的地的短视频营销机理,创造性地构建了旅游目的地的抖音短视频营销的蜂窝理论模型。研究发现:旅游目的地的抖音短视频营销是短视频内容创作者、抖音短视频平台、抖音用户、旅游者对旅游目的地的感知、旅游动机、旅游目的地六大要素交互作用的结果。基于空间维度,旅游目的地抖音短视频营销效果存在空间分异性和空间溢出效应,不同旅游目的地各要素之间也存在复杂的交互作用关系。基于时间维度,旅游目的地抖音短视频营销效果存在动态性。

As an important social media, Tiktok plays an important role in the image display and marketing of tourist destinations. This study combined the knowledge of tourism, geography, marketing and other disciplines to analyze the mechanism of Tiktok short video marketing in tourist destinations.Based on tourism system theory, this study selected six elements of Tiktok short video marketing of tourism destination from three aspects, namely tourism subject, tourism object and tourism media. On the basis of tourism destination life cycle theory and the second law of geography, we constructed a honeycomb theory model.The results showed that: First of all, the honeycomb model of Tiktok short video marketing in tourist destinations included six elements, namely short video content generators, Tiktok short video platform, users of tourism Tiktok APP, tourists’ perception of tourist destinations, tourism motivations of the tourists, and tourist destinations. The six elements were the basic elements of honeycomb theoretical model, and there were complex and cyclic interaction relations among them, and the interaction relations were directional.Secondly, from the perspective of spatial distribution, due to the influence of natural and social economic factors, there was significant spatial differentiation in the marketing effects of Tiktok short videos in tourist various destinations. In order to explain the marketing differentiation of different tourist destinations, the cluster honeycomb model was introduced into this study. Thirdly, with the development of the Internet and information technology, the flow of tourists, information, technology and capital between different regions was accelerating, strengthening the connection between regions. Affected by this, the marketing effect of Tiktok short videos of tourist destinations also had spatial spillover effect. Besides, the spatial spillover effect was manifested as inflow and outflow and could be divided into positive spillover effect and negative spillover effect. From a dynamitic perspective, the marketing effect of Tiktok short videos in tourist destinations varied at different time.In order to show the differences of Tiktok short video marketing effects in different tourist destinations in different periods, the theory of honeycomb inflation and honeycomb deflation was introduced into this study.Finally, the results of this study can provide a theoretical basis for the marketing of tourist destinations, and also provide some reference for the joint marketing between different tourist destinations.