基于抖音短视频平台的青岛城市旅游形象构建与传播研究  

Research on the Construction and Communication of Qingdao Tourism Image Based on Tiktok Short Video Platform

作　　者：刘迎华[1] 魏有广[1] LIU Ying-hua;WEI You-guang(Qingdao Vocational and Technical College of Hotel Management,Qingdao 266041,China)

机构地区：[1]青岛酒店管理职业技术学院,山东青岛266041

出　　处：《青岛远洋船员职业学院学报》2024年第4期38-44,共7页Journal of Qingdao Ocean Shipping Mariners College

基　　金：2023年度青岛市社科规划项目(QDSKL2301216)。

摘　　要：随着自媒体时代的到来,抖音等短视频平台成为城市旅游形象宣传的重要阵地。本文基于对抖音上关于青岛旅游短视频的梳理和分析,构建了抖音短视频平台上青岛旅游形象,一方面表现出了“山海景观突出”“文艺范”“众多打卡地”“市民热情友好”的积极正面形象,另一方面也存在“物价偏高”以及“偶发旅游服务恶劣事件”的负面形象。在此基础上进一步探究了青岛城市旅游形象在抖音短视频平台上传播存在的问题,并提出了有效应对策略。In the era of We Media,Tiktok short video platform is an important position for urban tourism image promotion.There are a large number of short videos about Qingdao tourism on Tiktok.Through sorting out and analyzing them,we have constructed a tourism image of Qingdao,which shows a positive image of"outstanding mountain and sea landscape","literary and artistic style","numerous card punching places",and"warm and friendly citizens".However,there will also be negative images of"high prices"and"occasional bad tourism services".This paper further explores the problems of the communication of Qingdao's urban tourism image on the Tiktok short video platform,and proposes effective strategies for these problems.

关 键 词：抖音短视频 青岛城市旅游形象 构建与传播 

分 类 号：F252[经济管理—国民经济]