short videos help shape city brands
2024-08-30
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at present, many cities have gained a lot of popularity through short video live streaming, which in turn has driven the development of urban culture and tourism industries, shaped the city’s brand image, and stimulated new vitality in the industry.
the white paper on mass cultural tourism in the short video era (hereinafter referred to as the white paper) recently released by the national image communication research center of tsinghua university believes that short video live broadcasts have become a "message board" for users to interact with local cultural tourism and a "grass-planting machine" for online travel. mass cultural tourism needs to make good use of short video live broadcasts to promote the upgrading of urban management and cultural tourism services and achieve the transformation from "traffic" to "retention".
the white paper analyzes that the cultural tourism communication in the era of short videos presents the "4c" characteristics, that is, it shifts from grand narratives to focusing on traditional culture, food, traditional festivals and small cuts in the daily lives of ordinary people. for example, the "silent bodhisattva" of the jingdezhen ceramics museum became popular because its expression fits the psychological state of current workers. the related topics on douyin have been played more than 210 million times, driving the number of check-ins in the museum to increase by 360%, making the museum a new city card for jingdezhen.
the white paper points out that the cultural tourism communication model in the era of short videos has changed from top-down, government-led to bottom-up, multi-subject participation. these communication subjects include the government, platform influencers, merchants, tourists and citizens. among them, the "z generation" young people, as the main communicators, have created new tourism phenomena such as "special forces tourism", "citywalk", "looking for travel partners" and "dopamine travel", reflecting that consumers are paying more and more attention to the cost-effectiveness and emotional experience of cultural tourism products.
fan hong, director of the national image communication research center of tsinghua university, said that short video live streaming has shaped a new ecology for mass cultural and tourism communication, that is, relying on the city's cultural resources, combined with the participation and innovation of the mass cultural and tourism community, and using the "fireworks" and "human touch" in daily life as the content of communication, from online communication to offline services, through the "multi-faceted co-construction" of short video communication city brand new model, all-round consideration and maximum satisfaction of mass cultural and tourism needs.
"short videos have a very obvious boosting effect on expanding the market size of the cultural tourism industry. short videos can transcend time and space and continue to attract public attention; they promote the personalized and emotional dissemination of cultural tourism publicity; they promote the dissemination of aesthetics and promote the connection between supply and demand of cultural tourism." leng suo, secretary general and researcher of the world media research center of the institute of journalism and communication of the chinese academy of social sciences, said. for example, hongcun in huangshan city is called "a must-visit place for art students" by douyin users, and netizens who are tired of artificial landscapes go to xidao fishing village in sanya city to catch seafood. these rural niche destinations have also gained new attention through short video live broadcasts.
"the development of urban and rural cultural tourism industry requires short video live broadcast." fan hong analyzed that short video live broadcast can reduce the cost of obtaining information, provide users with a convenient way to quickly understand the characteristics, culture and activities of the destination, reduce decision-making costs, and attract more tourists to participate in cultural tourism consumption. with a large user base and high-frequency content consumption, the exposure rate of tourist destinations and cultural activities can be quickly improved. the publicity of local governments and tourism companies can attract the attention of potential tourists and expand market influence.
from the perspective of user participation, short video live broadcasts encourage users to share travel experiences and cultural activities, form real content, enhance the trust of potential tourists, and expand the market scale. it stimulates user interest, showcases wonderful attractions, food and cultural activities, attracts audience attention, promotes consumption decisions, and increases market activity.
from the perspective of city marketing and brand building, short video live broadcast uses recommendation algorithms and other technologies to accurately market according to user interests and behaviors, so that cultural and tourism products can effectively reach the target audience, improve conversion rates, and promote industry growth. through continuous content output, a stronger brand image and recognition can be established, which can trigger emotional resonance among users and promote repeated consumption. in addition, short video live broadcast can promote the combination of online promotion and offline experience. tourist attractions and cultural activities can be preheated through short videos to attract tourists to participate on site, forming a virtuous circle and expanding the market scale.
the white paper analyzes that short video live broadcasts have become a place for users to travel and interact with local cultural tourism, and can convey the emotional value of cultural tourism consumption to users. wang hongxin, director of the harbin municipal bureau of culture, radio, film and tourism, said that short videos have played a huge role in promoting the popularity of scenic spots and enriching the marketing methods of scenic spots. at present, many scenic spots in harbin have set up their own accounts on the douyin platform, relying on fission-type communication and interactive marketing, and have gained high attention and strong influence.
leng suo believes that at present, the cultural tourism industry is showing a trend of segmentation and verticalization, and no scenic spot or scenic area can satisfy the preferences of all audiences. "the cultural tourism industry cannot be greedy for big and complete, but must pursue vertical segmentation. it does not seek comprehensiveness in global tourism, but must have its own unique characteristics, turn characteristics into selling points, and seek designs that are adapted to local conditions."
fan hong said that urban culture and tourism should give full play to the communication and service advantages of short video live broadcast platforms, create a communication platform for cultural tourism supply and demand sides, continuously iterate cultural tourism services and products based on consumer feedback, transform internet traffic into dividends to promote local development, promote high-quality and sustainable development of the cultural tourism industry, and help build a better life for the public through cultural tourism.
fan hong suggested that all regions should tap into local natural landscapes, historical culture, folk customs and other resources, use short video live broadcasts to create recognizable cultural tourism brands; promote the integration of cultural tourism with other industries, and develop diverse tourism products, such as rural farming experience and folk culture education; focus on ecological protection and sustainable use of cultural resources, publicize environmental protection concepts and cultural heritage, and promote the green development of urban and rural cultural tourism. (economic daily reporter huang xin)
(source: economic daily)
