以抖音为基点的旅游媒介融合策略研究

On the Integration Strategy of Tourism Media Based on Tiktok

随着新媒体旅游受众数量不断增加,旅游受众差异化现象进一步加剧,单一的抖音媒介已经不能满足民众的多元需求。基于抖音的内容结构高度契合当代旅游受众的信息接收习惯,用户原创内容表达强化了对旅游受众的吸引力,智能推荐引擎推动了旅游媒介的意见领袖孵化,抖音直播营造的沉浸式场域为旅游业带来了新的营销模式等特征,本文提出以抖音为基点的旅游媒介融合策略,即以抖音为基点高质量融合其他媒体,进一步放大抖音媒介效能的同时形成宣传合力,推动旅游媒介融合不断向纵深发展。

With the increasing number of new media tourism audiences,the phenomenon of tourism audience differentiation has been further intensified,and a single Tiktok media is no longer enough to meet the diversified needs.Based on the fact that the content structure of Tiktok is highly in line with the information receiving habits of contemporary tourism audiences,the expression of user original content strengthens the attraction of tourism audiences,intelligent recommendation engine promotes the incubation of opinion leaders of tourism media,and the immersive field created by Tiktok live broadcasting brings a new marketing model to the tourism industry,this paper proposes a tourism media integration strategy based on Tiktok,that is,to integrate other media with high quality based on Tiktok,further amplify the effectiveness of Tiktok media and form a publicity force to promote the continuous development of tourism media integration.