短视频视阈下河北伏羲文化旅游品牌形象塑造路径研究  

Research on the Path of Shaping the Brand Image of Hebei Fuxi Cultural Tourism under the Perspective of Short Videos

作　　者：赵越 王文 Yue Zhao;Wen Wang(School of Film and Television Arts,Hebei Academy of Fine Arts,Shijiazhuang Hebei)

机构地区：[1]河北美术学院影视艺术学院,河北石家庄

出　　处：《新闻传播科学》2024年第6期1654-1660,共7页Journalism and Communications

摘　　要：在数字化时代,短视频已成为一种重要的信息传播方式,其以短小精悍、易于传播的特点,迅速占据了人们的碎片化时间。随着短视频平台的兴起与普及,其在文化传播和旅游推广中的作用日益凸显。河北伏羲文化,作为中华民族传统文化的重要组成部分,具有深厚的历史底蕴和独特的文化魅力。本研究通过分析短视频的传播特性及其对旅游品牌形象塑造的影响,结合河北伏羲文化的实际情况,提出了针对性的品牌形象塑造策略。研究结果显示,通过短视频平台的精准传播、情感共鸣、互动参与及系列化内容策略,可以有效提升河北伏羲文化旅游品牌的知名度和影响力,为文化旅游产业的可持续发展提供有力支撑。In the digital age,short videos have become an important way of information dissemination.With its characteristics of being short, concise and easy to spread, it has quickly occupied people’s fragmentedtime. With the rise and popularization of short video platforms, its role in cultural communicationand tourism promotion has become increasingly prominent. Hebei Fuxi culture, as an importantpart of the traditional culture of the Chinese nation, has a profound historical heritage andunique cultural charm. This study analyzes the dissemination characteristics of short videos andtheir impact on the shaping of tourism brand image, and combines the actual situation of Hebei Fuxiculture to propose targeted brand image shaping strategies. The results show that through the precisedissemination, emotional resonance, interactive participation and serialized content strategiesof short video platforms, the popularity and influence of Hebei Fuxi cultural tourism brands can beeffectively improved, providing strong support for the sustainable development of the cultural tourismindustry.

关 键 词：短视频 河北伏羲文化 旅游品牌形象 塑造路径 文化传播 

分 类 号：G63[文化科学—教育学]