从“流量”到“力量”:数字赋能边疆民族地区文旅振兴研究——基于50位文旅局长“变装”代言视频的扎根分析

From“Traffic”to“Power”:digital Empowerment of Cultural and Tourism Revitalization in Border Ethnic Areas--Rooting Analysis Based on the“Cross-Dressing”Endorsement Video of 50 Cultural and Tourism Directors

丰富的文旅资源是边疆民族地区共同实现社会主义现代化的独特优势。随着文旅行业数字化转型步伐不断加快,科技与文旅融合发展成为新的行业趋势,为边疆民族地区文旅振兴提供新的发展机遇。近年来,文旅局长“变装”代言成为边疆民族地区文旅振兴网络推广的新路径,通过对50位边疆民族地区文旅局长的“变装”代言视频及网民对视频的评论进行扎根分析后发现,边疆民族地区文旅局长“变装”视频的流量密码在于政府部门的网络宣传的发力点与网民关注点的契合,为边疆民族地区文旅振兴赋能,但也存在网络影响难预料、线下市场难带动、社会效益难凸显等问题。要真正将线上视频“流量”转化为线下文旅振兴“力量”,还需要着重推进从线上宣传到线下服务的重心转变,加强数字化基础设施建设,规范线上市场监管,凸显社会政治效益。

Rich cultural and tourism resources are the unique advantages of border ethnic areas to jointly realize socialist modernization.With the accelerating pace of digital transformation in the cultural and tourism industry,the fusion of science and technology with cultural and tourism development has become a new industry trend,providing new development opportunities for the revitalization of cultural and tourism in border ethnic areas.In recent years,the“cross-dressing”endorsement of the cultural and tourism director has become a new path for the network promotion of cultural and tourism revitalization in border ethnic areas.Through the rooting analysis of the“cross-dressing”endorsement videos of the 50 directors of the cultural and tourism departments of the border ethnic areas and the netizens'comments on the videos,it is found that The flow code of the“cross-dressing”video of the cultural and tourism director of the border ethnic areas lies in the matching of the government departments'network publicity and netizen's focus,which empowers the cultural and tourism revitalization of the border ethnic areas,but there are also such problems as the network impact is difficult to predict,the offline market is difficult to drive,and the social benefits are difficult to highlight.In order to truly transform online video“traffic”into offline cultural tourism revitalization“power”,it is also necessary to focus on promoting the change of focus from online publicity to offline services,strengthening digital infrastructure construction,regulating online market supervision,and highlighting the socio-political benefits.