Research on the Impact of Short Videos on Urban Tourism Economy ——Taking Douyin as an Example

Congcong Jia1 , Yijie Long2 , Jinyang Xu3 , Xin Liu1 (1. College of Liberal Arts, Anhui University of Finance and Economics, Bengbu, 233000) (2. School of Finance, Anhui University of Finance and Economics, Bengbu, 233000) (3. School of Philosophy, Zhongnan University of Economics and Law, Wuhan, 430000)

Abstract

Under the background of global tourism, the pace of development of tourism is getting faster and faster. In some areas, tourism has become an indispensable element to promote regional economic development. With the continuous maturity of the new media environment, it has created a new way for urban tourism promotion and promoted urban tourism marketing to a certain extent. Douyin short video is the 'outstanding' among the new media, with a large base of young users, and has gradually become an important position for urban tourism marketing. If the vibrato short video can be used reasonably and fully integrated with urban tourism marketing, greater tourism economic benefits can be obtained. Based on this, this article analyzes the role of Douyin short video in urban tourism marketing and puts forward relevant suggestions.

Keywords: Short Video; City Tourism; Douyin;

1. The Connotation of Urban Tourism

Marketing In the context of supply-side reforms, the influence of tourism in the national economy has become greater and greater, and its pace of development has also become faster. At the same time, the tourism market competition has become more and more fierce, which makes tourism marketing attract much attention. Tourism marketing is an important part of marketing. It mainly refers to the development of diversified tourism products by tourism operators or subjects after fully grasping the needs of the audience, and packaging, design, and promotion of tourism products to enter them The market, while meeting the needs of tourists, obtains greater economic benefits[1]. Compared with traditional industry marketing, urban tourism marketing has a certain particularity. It is not a specific object. It is mainly a service product created to meet the needs of tourists to achieve profit goals. In essence, urban tourism marketing is a comprehensive marketing that integrates concepts, behaviors, and vision. Its core goal is to strengthen the impression of the city in the audience, so as to enhance the attractiveness of the city and attract more audiences. Carry out tourism activities to promote the development of regional tourism economy. 1. Congcong Jia(2001——), male (Han), from Xinmi City, Zhengzhou City, Henan Province, College of Liberal Arts, Anhui University of Finance and Economics, Research Field: Advertising 2. Yijie Long(2001–), female (Han), from Chongqing Municipality, School of Finance, Anhui University of Finance and Economics, Research Field: Investment 3. Xu Jinyang (2002——), female (Han), from Taizhou City, Jiangsu Province, School of Philosophy, Zhongnan University of Economics and Law, Research Field: Sociology 4. Liu Xin (2001——), female (Han), from Tongcheng City, Anqing City, Anhui Province, School of Liberal Arts, Anhui University of Finance and Economics, Research Field: Journalism and Communication 189654503@qq.com -2- Insight - News Media

1. Short Video Feature Analysis

Short video is a new type of media with relatively short market, simple production, diversified content, and certain entertainment and social attributes. It is one of the important types of new media. With the support of mobile internet technology, short video has developed rapidly in recent years, gradually integrated into the lives of the general public, and exerted considerable influence. Compared with traditional media, short video has its remarkable characteristics[2].

• 1. Have strong social attributes

Short videos are largely spread through social media. For example, when the short video is completed, it can be spread through apps such as Weibo, WeChat, and Douyin. Because many short video contents are highly interesting and creative, they can produce fission effect after being spread through social media, which will greatly expand their coverage.

• 1. The technical threshold is relatively low

Short video production is less difficult and has a low technical threshold, and it can usually be completed with a mobile phone. Users can quickly complete short video production, and use some apps to add personalized content, which is easy to win the attention of the audience.

• 1. Fast spread

After entering the 4G communication era, the transmission speed of mobile Internet has been greatly improved compared with the past, and the mobile client has become an important channel for video dissemination. Audiences can quickly obtain short video content with the help of mobile apps, and can select content based on their own needs. This convenience greatly improves the shortwave speed of short videos. In particular, some hot news or topics will receive widespread attention, and the fast forwarding of the audience can make these short video content quickly cover the entire network[3].

• 1. Short duration

Short videos are generally short in duration, and can even use 'seconds' as the unit. It is precisely based on this characteristic that short videos can be quickly disseminated, and it can also meet the fragmented viewing needs of audiences, and enhance the affinity of short videos.

1. The role of Douyin short video on urban tourism marketing

Douyin is the leader of short video media and has a wide audience. Ap

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