旅游吸引物短视频关键构成要素及传播逻辑——基于抖音平台的定性比较分析  

The Key Components and Dissemination Logic of Short Videos of Tourist Attracting Objects: Qualitative Comparative Analysis Based on TikTok Platform

作　　者：张洪[1] 郑许峰 Zhang Hong;Zheng Xufeng

机构地区：[1]安徽大学商学院

出　　处：《常州大学学报（社会科学版）》2022年第5期75-84,共10页Journal of Changzhou University:Social Science Edition

基　　金：安徽省哲学社会科学规划一般项目“产业集团化视角下安徽省文化与旅游深度融合研究”(AHSKQ2017D13)。

摘　　要：基于索绪尔的符号学理论,运用定性比较分析方法(QCA),选择“能指”和“所指”两个层面共计10个自变量,探究抖音平台69个典型旅游吸引物受欢迎程度的影响因素。研究结果表明:第一,旅游吸引物短视频能否获得较高的“热度”不是由单一要素决定的,而是多种符号元素共同作用的结果;旅游吸引物短视频表现的符号元素越多,其获得观众青睐的可能性越高。第二,旅游吸引物短视频的传播不是浅层次的感官体验,故进行视频内容开发不仅要突出其独特形象,而且要挖掘文化底蕴以及情感象征。第三,旅游短视频传播,要注重旅游吸引物的媒介宣传和互动推广。Based on Saussure’s semiotic theory, using qualitative comparative analysis(QCA) method, choosing 10 variables from the two levels of “signifier” and “signified”, the popularity of 69 typical tourist attracting objects on TikTok platform is explored. The research results show that first, whether short videos of tourist attracting objects can gain high “popularity” is not determined by a single factor, but is the result of the joint action of multiple symbolic elements;the more elements showed in the short video of tourist attracting objects, the more likely it is to be favored by the audience. Second, the dissemination of short videos of tourist attracting objects is not a shallow sensory experience. Therefore, the development of video content should not only highlight its unique image, but also explore the cultural heritage and emotional symbols. Third, the dissemination of short tourism videos should focus on the media publicity and interactive promotion of tourist attracting objects.

关 键 词：旅游吸引物 符号学 传播逻辑 抖音平台 定性比较分析(QCA) 

分 类 号：F590[经济管理—旅游管理]