新疆旅游形象塑造与传播研究——基于“网红”文旅局长视角的分析

On Building and Dissemination of Xinjiang Tourism Image-An Analysis from the Perspective of Internet Celebrity Image Building of Directors of the Bureau of Culture and Tourism

伴随着互联网技术的快速发展,短视频已深度嵌入居民的日常生活之中,且已成为各行各业品牌宣传的常用工具。新疆地域辽阔,旅游资源丰富,但是目前缺少有力、有效的宣传推广。新疆“网红”文旅局长对塑造与传播新疆区域形象和旅游形象可发挥积极作用。人们可以从新疆“网红”文旅局长发布的短视频中进一步领略、了解新疆的自然风光、传统文化、美食特产等,进而可以从多个方面塑造并传播新疆文旅品牌。在目前的新疆“网红”文旅局长形象塑造与传播中,尚存在短视频内容重复且难以持续创新、大众浅层参与问题突出等短板。今后可以更加充分地借助新兴媒介创新经济发展模式,进一步加强地方文化旅游品牌塑造,同时还需坚持“内容为王”,更好地塑造新疆旅游形象。

With the full development of mobile Internet,short video has been deeply embedded in the daily life of resi⁃dents,and it has become a common tool for brand promotion in all walks of life.Xinjiang has a vast territory and rich tourism re⁃sources,but it lacks effective publicity and promotion at present.Internet celebrity image building of directors of the Bureau of Culture and Tourism has played active roles in building regional image and tourism image of Xinjiang.People can further appre⁃ciate and feel the natural scenery,traditional culture,food specialties,etc.of Xinjiang from the short video released by them so as to shape and spread the brand of Xinjiang cultural tourism from many aspects.In the current internet celebrity image building and communication of directors of the Bureau of Culture and Tourism in Xinjiang,there are still some problems,such as the repe⁃tition of short video content,the difficulty of continuous innovation,and the prominent problem of shallow participation of the public.In the future,it is of great necessity to make full use of new media to innovate economic development mode,further strengthen local cultural tourism brand building,and insist on that"content is king"to better build the tourism image of Xinjiang.