Analysis of the tourism destination image in short-form videos:A case study of Wuzhen on the Douyin platform
In the era of mobile internet,there is a new competitive pattern and trend in short-form video marketing among tourism destinations.However,there has not been a systematic investigation on how short-form videos produce and market the tourism destination images.Starting from the meaning of short videos to people's life experience and existence,this paper took Wuzhen as an example,selected 8 popular short-form videos(4 official videos and 4 influencer videos)on the Douyin platform,and used comprehensive methods including netnography and field survey to analyze the thematic characteristics of Wuzhen's tourism destination images in short-form videos.The results indicate that:(1)In terms of constituent elements of the tourism destination images,both official videos and influencer videos highly emphasize the outstanding universal value(OUV)of Wuzhen's heritage value,natural ecological environment,and humanistic connotations.Besides that,the official videos also incorporate the nostalgic feeling of"home".(2)In terms of thematic significance of the tourism destination images,Wuzhen is characterized as a place with three meanings,the taohuayuan(literally,peach blossom spring)—an ideal and utopic land of peace away from the turmoil of the world;the unique cultural"alien space",and the"sacred nostalgic place"that allows people to calm down.(3)In terms of the production mechanism of the destination image,the official video emphasizes the"constructed authenticity",and its anchor point is"beauty";while the influencer video emphasizes the"objective authenticity",and its anchor point is"truth".This study provides a feasible analytical framework of"constituent elements + thematic meaning + authenticity"for video image data analysis:frame should be seen as the analysis unit;the conclusions should be interpreted around its thematic significance in the sense of being;and authenticity is the fundamental topic that cannot be avoided in video image data analysis.This study also points out that compared with the official channels,tourism managers need to pay attention to the value and role of internet influencers in contemporary short-form video tourism marketing.
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