“融合与破圈”:文旅类短视频国际传播的路径探析

International Communication Path of Short Videos in Cultural Tourism-Integration and Boundary Breaking

随着文旅业与短视频的深度融合发展,文旅类短视频已经成为各大平台获取流量的新形式,其通过典型符号形式将各类文旅内容呈现给各国受众。该文以新媒体发展为大背景,从传播主体、传播渠道和传播空间三个方面分析文旅类短视频国际传播融合创新发展的特点,从传播内容、文化认同、传播逆差和传播效果四个方面剖析文旅类短视频国际传播,破圈面临的困境,并从受众思维、共情策略、议程设置和资源整合四个方面入手为文旅类短视频国际传播提供相应的破圈路径选择。

As cultural tourism and short videos become increasingly integrated,short videos in cultural tourism have emerged as a new form for major platforms to get traffic.Typical symbolic forms are helpful to present various cultural tourism attractions to audiences worldwide.In the background of new media development,this paper analyzes the opportunities and challenges faced by international communication of short videos in cultural tourism from four aspects:communication subjects,communication environments,communication channels,and communication spaces.It delves into the difficulties faced by international communication of short videos in cultural tourism from four perspectives:communication content,communication audiences,communication capabilities,and communication effects.Additionally,it proposes corresponding strategic support for the international communication of short videos in cultural tourism,focusing on audience thinking,empathy strategy,agenda setting and resource integration.