Media-based Cultural Tourism: A Study on the Motivation and Countermeasures of Highly Popular Cultural Tourism Officials’ Short Videos from the Perspective of “Goodwill Media”

Abstract

With the rise of the Castor-style network society, some government cultural and tourism officials, in order to further promote the development of the local cultural and tourism industry, make use of short-video platforms such as Jittery Voice to produce and release cultural and tourism short videos, which triggered the attention of the majority of users and discussions, so that the local cultural and tourism to achieve the “broken circle”. In this paper, from the perspective of hostile media theory, we study the reasons for the high popularity of officials’ cultural tourism videos. In terms of research methodology, the content analysis method is adopted, and the degree of goodwill is downgraded into five dimensions: affinity of officials’ image, affinity of music style, personalized degree of local image, creativity of content planning, and interactivity of video, and video samples are selected through judgemental sampling to confirm the correlation between the degree of goodwill and the hotness of officials’ LCS short videos. Finally, it is confirmed that officials’ image, music style, personalization of local image, and creativity of content planning are positively correlated with the degree of popularity, and a path to increase the popularity of officials’ cultural tourism short videos is proposed based on the relevant data and the data of unrelated studies. 14-25 Media-based Cultural Tourism A Study on the Motivation and Countermeasures of Highly Popular Cultural Tourism Officials’ Short Videos from the Perspective of Goodwill Media 下载 Pages: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Share this: Share on X (Opens in new window) X Share on Facebook (Opens in new window) Facebook