The Short Video Era: A New Ecosystem for Mass Tourism and Lifestyle

Tech 2024-08-21 11:43:04 Source: Network

The Short Video Era: A New Ecosystem for Mass Tourism and LifestyleOn August 20, 2024, the National Image Communication Research Center of Tsinghua University released the "White Paper on Mass Tourism and Lifestyle in the Short Video Era," revealing the significant role of short video and live streaming platforms in promoting mass tourism and lifestyle. The report points out that these platforms have become crucial bridges connecting users with local tourism resources, with their influence extending beyond the "message board" function of user expression and interaction to the "grass-planting machine" role of stimulating travel interest

The Short Video Era: A New Ecosystem for Mass Tourism and Lifestyle

On August 20, 2024, the National Image Communication Research Center of Tsinghua University released the "White Paper on Mass Tourism and Lifestyle in the Short Video Era," revealing the significant role of short video and live streaming platforms in promoting mass tourism and lifestyle. The report points out that these platforms have become crucial bridges connecting users with local tourism resources, with their influence extending beyond the "message board" function of user expression and interaction to the "grass-planting machine" role of stimulating travel interest. Platforms effectively promote the conversion of online traffic into offline tourism behavior, driving comprehensive upgrades in city management and tourism services.

Short Video and Live Streaming Platforms' "Traffic" and "Retention": From Check-ins to Lifestyle

Report data shows that as of May 2024, cities like Chongqing, Chengdu, and Guangzhou ranked high in check-in numbers on short video platforms, with even previously hidden characteristic attractions gaining widespread attention through these platforms. Meanwhile, niche tourism destinations like rural areas have also gained new development opportunities through these platforms. For example, Hongcun Village in Huangshan City and Xidao Fishing Village in Sanya City have both become popular check-in spots.

Short video and live streaming platforms not only convert "traffic" into "retention" but also transform "check-ins" into a lifestyle. Users on these platforms share more than just photos of attractions; they share their travel experiences, cultural insights, and lifestyles. This shift brings tourism communication closer to people's lives, enhancing its appeal and infectiousness. For example, the "Speechless Bodhisattva" in the Jingdezhen Ceramics Museum became popular for its expression reflecting the frustrations of working-class individuals, and the "non-typical business war" strategy employed by a barbecue shop owner in Zibo City due to booming business have both become highlights of tourism communication.

"4C" Communication Characteristics: Integration of Traditional Culture, Cuisine, Traditional Festivals, and Ordinary People's Daily Lives

The white paper proposes the "4C" characteristics of tourism communication in the short video era: the deep integration of traditional culture, cuisine, traditional festivals, and ordinary people's daily lives. This integration makes tourism communication content more diverse, closer to people's lives, and better able to resonate with users.

New Communication Model Led by Young People: From Government-Led to Multi-Stakeholder Participation

The tourism communication model in the short video era has undergone a significant change, shifting from top-down government-led to bottom-up multi-stakeholder participation. Young people, particularly those of "Generation Z," have become the primary communicators, creating new tourism phenomena like "special forces tourism" and "citywalks," reflecting consumers' increased pursuit of value for money and emotional experiences in tourism products.

Constructing a New Ecosystem for Mass Tourism Communication: Fusion of City's Deep-Rooted Cultural Resources and Mass Tourism Communities

Fan Hong, director of the National Image Communication Research Center of Tsinghua University, believes that short video and live streaming have shaped a new ecosystem for mass tourism communication. This new ecosystem leverages the city's deep-rooted cultural resources, incorporating the participation and innovation of mass tourism communities, using the "earthiness" and "humanity" of daily life as communication content, extending from online communication to offline services, and through a "multi-party co-construction" short video communication model, comprehensively considers and maximizes the fulfillment of mass tourism needs.

Opportunities and Challenges for Urban Tourism: Transforming Traffic into Development Dividends

The Short Video Era: A New Ecosystem for Mass Tourism and Lifestyle

Urban tourism should leverage the communication and service advantages of short video and live streaming platforms to create communication platforms for both tourism supply and demand, continuously iterating tourism services and products based on consumer feedback, transforming internet traffic into dividends that promote local development, driving high-quality and sustainable development of the tourism industry, and contributing to the construction of a better tourism lifestyle for the masses.

Conclusion:

Short video and live streaming platforms are playing an increasingly important role in promoting mass tourism and lifestyle. In the future, urban tourism needs to actively embrace the short video era, constantly innovate, meet consumers' increasingly diverse needs, promote high-quality development of the tourism industry, and create a better tourism lifestyle for the masses.

Appendix:

The "4C" characteristics mentioned in the white paper:

Traditional Culture: Using traditional culture as the theme, such as ancient architecture, historical stories, folk arts, etc.

Cuisine: Using cuisine as the theme, such as local specialties, snacks, cooking tutorials, etc.

Traditional Festivals: Using traditional festivals as the theme, such as Spring Festival, Lantern Festival, Mid-Autumn Festival, etc.

Deep Integration with Ordinary People's Daily Lives: Deeply integrating traditional culture, cuisine, and traditional festivals with the scenes of ordinary people's daily lives, such as daily activities during travel, local lifestyles, etc.

New tourism phenomena created by "Generation Z" mentioned in the white paper:

Special Forces Tourism: Characterized by short duration, tight schedule, and many attractions, emphasizing value for money.

The Short Video Era: A New Ecosystem for Mass Tourism and Lifestyle

Citywalk: Using city walking as a theme, emphasizing the experience of urban culture and history.

Keywords:

Short video, live streaming, mass tourism, new ecosystem, traffic, retention, city management, tourism services, communication model, 4C, Generation Z, special forces tourism, citywalk, cultural resources, community, better lifestyle, high-quality development

Word Count: 463 words

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