长江师范学院学报2025，Vol.41Issue(5)：39-48,10.DOI:10.19933/j.cnki.ISSN1674-3652.2025.05.005
抖音短视频对工业城市旅游目的地营销的影响研究
The Influence of Short Videos on Tourism Destination Marketing in Industrial Cities:A Case Study of Liuzhou
摘要
Abstract
Douyin(Chinese version of Tiktok)plays an important role in the image building and marketing of tourist destina-tions.Liuzhou,an industrial city,witnesses a continuous tourism boom with the wide spread of its tourism videos on Douyin,which is a special phenomenon to be further explored.Based on the 5W communication theory and perceived value theory,this paper analyzes the factors influencing the tourism marketing by short videos with the help of SOR theory model,and explores the mechanism of the influence of short videos on tourism decision-making and behavior through empirical analysis with the ex-ample of Liuzhou tourism,clarifying how industrial cities utilize short videos to shape city image,influence tourists'decision-making and enhance marketing effect.The results show that the information and professionalism of Liuzhou tourism short videos on Douyin have a significant impact on users'perceived value and travel decisions and behaviors;Users'perceived value plays an intermediary role between the information,interactivity and professionalism of short video and users'travel decisions and be-haviors.Finally,suggestions on how to use short video for tourism destination marketing are put forward and the research results are expected to enrich the marketing theory of tourist destinations.关键词
抖音/短视频/工业城市/旅游决策/SOR理论Key words
Douyin/short video/industrial city/tourism decision/SOR theory分类
经济学引用本文复制引用
李佩芸,于海涛,李茜茜..抖音短视频对工业城市旅游目的地营销的影响研究[J].长江师范学院学报,2025,41(5):39-48,10.基金项目
国家自然科学基金项目"历史文化街区景区游客移动微观模型与仿真研究"(72162011). （72162011）
