摘要
在“互联网+旅游”的时代背景下,短视频迎合了大众潮流文化,成为旅游营销的重要平台。从短视频营销的概念入手,分析短视频旅游营销具有内容更有趣、传播效率高、受众体验良好等优势。结合扬州短视频旅游营销现状,探讨其存在的问题,即关键意见领袖缺失,城市文旅IP不够鲜明,推广途径单一。并提出培育优秀主播、塑造关键意见领袖,坚守文化自信、打造扬州城市文旅IP,加强各方联动、丰富营销推广方式的提升策略。
In the era of“Internet+Tourism”,short videos cater to popular culture trends and have become an important platform for tourism marketing.This paper begins with the concept of short video marketing and analyzes the advantages of short video tourism marketing,such as more engaging content,high dissemination efficiency,and favorable audience experiences.Combining the current situation of tourism short video marketing in Yangzhou,it discusses some existing issues,specifically the lack of key opinion leaders,the indistinctiveness of urban cultural tourism IP,and limited promotional channels.The paper also proposes the following promotional strategies:fostering outstanding streamers to shape key opinion leaders,upholding cultural confidence to craft local cultural tourism IP,and enhancing inter-party collaboration to diversify marketing and promotional methods.
作者
刘水琴
王格
LIU Shui-qin;WANG Ge(Yangzhou Polytechnic College,Yangzhou 225009,China)
出处
《扬州职业大学学报》
2024年第4期13-17,共5页
Journal of Yangzhou Polytechnic College
关键词
短视频
旅游营销
提升策略
扬州
文旅IP
short video
tourism marketing
promotional strategies
Yangzhou
culture and tourism IP
作者简介
刘水琴(1986-),女,扬州职业大学旅游学院讲师,硕士;王格(1984-),男,扬州职业大学旅游学院副教授,硕士。
