长城文化旅游抖音短视频的传播特征与提升路径

Propagation Characteristics and Promotion Path of Douyin Short Video of the Great Wall Cultural Tourism

在推进长城国家文化公园建设、长城文旅融合工程,“互联网+”转型升级的背景下,以88家抖音平台为研究对象,对长城旅游短视频的传播主体、传播内容、传播渠道和传播效果等进行系统调查分析,并从准确定位平台、丰富传播内容、立体化传播、走国际化道路等方面提出发展路径。

In the context of promoting the construction of the Great Wall National Cultural Park,the Great Wall Cultural Tourism Integration Project,and the transformation and upgrading of"Internet plus",this paper takes 88 Douyin platforms as the research object,conducts a systematic investigation and analysis of the publicizing subject,content,channel,and effect of the Great Wall tourism short videos,and proposes a development path from the aspects of accurate positioning of the platform,enriching the publicizing content,three-dimensional communication,and taking an international path.