Volume 3,Issue 8
Study on the Construction and Communication Strategy of Urban Tourism Image from the Perspective of Mobile Short Videos
With the iteration of mobile Internet technology, short videos have become the core carrier for the dissemination of urban tourism images. This paper takes Bayingolin Prefecture as the research object, integrates tourism management and communication theories, and uses text analysis, questionnaire survey and semi-structured interview methods to systematically explore the current situation and predicaments of Bayingolin Prefecture’s tourism image dissemination in the short video perspective. The research finds that there are cognitive biases, such as “obvious stereotypes and lack of humanistic connotations,” in the tourism image of Bayingolin Prefecture, and the short video dissemination faces core problems such as content homogenization, imbalance in platform adaptation, superficial exploration of cultural genes and lack of interaction mechanisms. Based on this, this paper constructs a five-in-one communication strategy of “precise positioning - segmented communication - content innovation - co-creation and collaboration - long-term guarantee”, providing theoretical references and practical paths for border cities to upgrade their tourism images and promote cultural and tourism economic development through short videos.
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