文旅融合背景下网红城市短视频传播效果的影响因素研究——基于对哈尔滨城市主题短视频的内容分析  

Study on the Influencing Factors of the Communication Effect of Famous City Short Videos——Based on the Content Analysis of Harbin Short Videos

作　　者：张睿 李鑫宇 宋少婷 Rui Zhang;Xinyu Li;Shaoting Song(Jinan University,Guangzhou 510000,China;City University of Macao,Macao 999078,China)

机构地区：[1]暨南大学新闻与传播学院,广州510000 [2]澳门城市大学人文社会科学学院,澳门特别行政区999078

出　　处：《中国数字出版》2025年第1期78-85,共8页CHINA DIGITAL PUBLISHING

基　　金：中国教育发展战略学会区域教育专业委员会2024年度课题“文旅融合背景下澳门特区‘创意工匠型’人才培养研究”(QYJYZWH2456);珠海市2024年度哲学社会科学规划课题“文旅融合背景下珠澳‘艺术工匠’品牌建构研究”(2024GJ127)

摘　　要：作为中国冰雪文化的发源地,哈尔滨积极推进文旅深度融合,借助短视频平台打造出独具特色的“尔滨”网红城市形象,提升其城市吸引力与影响力。研究运用内容分析法,通过对抖音平台上216条与“冰城”哈尔滨相关的短视频进行分析,探讨影响哈尔滨网红城市短视频传播效果的关键因素。研究发现,短视频的主题内容、传播策略以及哈尔滨的城市形象特质均显著影响其传播效果,短视频的传播不仅深化了受众对哈尔滨的独特印象,更激发了城市内部的文化创新与活力。As the birthplace of ice and snow culture in China, Harbin actively promotes the deep integration of culture and tourism, and creates a unique ‘Erbin' Netflix city image with the help of short video platforms to enhance its urban attractiveness. This study applies content analysis method to analyse 216 short videos related to ‘Ice City' Harbin on Jittery platform, and explores the key factors affecting the dissemination effect of Harbin's net red city short videos. The study finds that the theme content, communication strategy, and city image of Harbin significantly affect the communication effect, and the communication of short videos not only deepens the audience's unique impression of Harbin, but also stimulates cultural innovation and vitality within the city.

关 键 词：文旅融合 网红城市 短视频 传播效果 

分 类 号：G206[文化科学—传播学] F592.7[经济管理—旅游管理]