宿州学院学报2026，Vol.41Issue(3)：46-51,56,7.DOI:10.3969/j.issn.1673-2006.2026.03.008
抖音短视频中安徽旅游形象的建构和传播研究
Research on the Construction and Communication of Anhui Tourism Image in Douyin Short Videos:A Case Study of the"Anhui Culture and Tourism"Government Douyin Account
摘要
Abstract
This research takes the"Anhui Culture and Tourism"government Douyin account as the research object,uses Python crawlers to obtain 130 short videos with high popularity,uses grounded theory to code and analyze their themes,extracts three core categories of symbol content creation,interactive communication mechanism,and govern-ment market collaboration,and based on the theory of interactive ritual chain,a tourism image construction and com-munication model was proposed.The research found that the"Anhui Culture and Tourism"government Douyin ac-count promoted the spiral construction of Anhui tourism image in the continuous interaction of cognitive enhance-ment and emotional identity through the synergy of content innovation,emotional driving force,algorithm driving force and resource integration force,thus enhancing the online communication effect and offline consumption conver-sion rate.Therefore,research suggests strengthening content creativity and symbol recognition,deepening emotional communication and user connection,optimizing interaction mechanisms and operational strategies,strengthening the foundation of government trust and resource integration,in order to provide practical reference for the dissemination of governmental tourism short videos.关键词
"安徽文旅"政务抖音号/旅游短视频/旅游形象/互动仪式链Key words
"Anhui Culture and Tourism"government Douyin account/tourism short video/tourism image/interac-tion ritual chain分类
管理科学引用本文复制引用
孙园,汪晨晨..抖音短视频中安徽旅游形象的建构和传播研究[J].宿州学院学报,2026,41(3):46-51,56,7.基金项目
安徽省哲学社会科学规划青年项目(AHSKYQ2023D015). （AHSKYQ2023D015）
