题目短视频对重庆旅游策略的应用研究摘要在互联网迅速发展的今天，许多事物都以短视频为纽带将人、事、物联系在一起。在这样的大环境下，“互联网＋”的旅游模式也在如火如荼的进行，这样的模式具备中心化，可行性及舆情价值。短视频是近年来呈现的一种全新的媒体模式，具有时间短，内容碎片化的特点，它的出现打破了传统的旅游模式，为城市旅游宣传提供了更多元化、更便利的渠道。短视频平台，拥有强大的用户群体，据统计，目前短视频用户规模已超过6.27亿，其中25岁以下用户占总用户量的56%，35岁以下占用户量的79%，拥有庞大的年轻用户群体。这部分用户群体易于接受新鲜事物，敢于尝试和体验，这也使得人们一拍就有可能获得上万的点击率，带来了“网红”效应，捧红了一大批网红产品。本文以短视频媒体旅游营销的理论与实际案例为基础，结合重庆短视频旅游营销的现状以及实践分析这种新型旅游营销的优势与不足，进而给出合理化的建议和对策，希望对当前城市旅游的营销提供借鉴意义，为城市文化的传播提供新的发展契机。关键词:短视频；城市旅游；城市营销；重庆AbstractToday,withtherapiddevelopmentoftheInternet,manythingshavebeentransmittedbyshortvideotoconnectpeople,thingsandthings.Undersuchabigenvironment,the"internetplus"tourismmodeisalsoinfullswing.Thismodehasthevalueofcentralization,feasibilityandpublicopinion.Shortvideoisabrand-newformofmediainrecentyears.Ithasthecharacteristicsofshorttimeandfragmentedcontent.Itsappearancehasbrokenthetraditionalwayoftourismandprovidedmorediversifiedandconvenientchannelsforurbantourismpublicity.Theshortvideoplatformhasastronguserbase.Accordingtostatistics,thecurrentnumberofshortvideousershasexceeded627million,ofwhich56%areunder25yearsoldand79%areunder35yearsold.Ithasalargeyounguserbase.Thispartoftheusergroupiseasytoacceptnewthingsanddarestotryandexperience,whichalsomakesitpossibleforpeopletogettensofthousandsofhitsinoneshot,bringingaboutthe"netred"effectandwinningalargenumberofnetredproducts.Basedonthetheoryandpracticalcasesofshortvideomediatourismmarketing,thispaperanalyzestheadvantagesanddisadvantagesofthisnewtypeoftourismmarketingincombinationwiththecurrentsituationandpracticeofChongqingshortvideotourismmarketing,andthenputsforwardreasonablesuggestionsandcountermeasures,hopingtoprovidereferenceforthecurrenturbantourismmarketingandanewdevelopmentopportunityforthespreadofcityimage.Keywords:shortvideo;Urbantourism;Urbanmarketing;Chongqing目录摘要.....................................................................................................................................................................2Abstract..................................................................................................................................................................3第一章绪论...........................................................................................................................................................51.1研究背景...........................................................................................................................................................51.2研究的目的及意义...........................................................................................................................................51.3研究内容...........................................................................................................................................................61.4研究基础理论与方法........................................................................
