Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 40 , 10 November 2023
Open
Access | Article
The Impacts of Short Videos on Marketing Strategies in the Tourism Industry: Take Xinjiang as an Example
* Author to whom correspondence should be addressed.
Abstract
With the development of technology, the short video industry has gradually emerged, the traditional media industry can no longer meet the needs of various industries, the more intuitive content in short videos can better attract people's attention; at the same time, the short video viewing does not take up too much of people's time, people can more directly understand the meaning of its expression. This is why more and more people in the industry are choosing to take advantage of the rise of the short video industry to market and promote themselves. Tourism is one of these industries. Tourist attractions take advantage of short videos in order to promote the characteristics of the scenic spots in a more graphic way and to achieve a precise marketing strategy. In this paper, this paper uses Xinjiang as an example, and through literature analysis, mainly studying the changes in the marketing strategy of the tourism industry due to the rise of short videos and the impact it has on the tourism industry. This leads to three innovative strategies suitable for the marketing and promotion of tourism in Xinjiang: improving the authenticity of the video content, enriching the marketing means and expanding the publicity channels and improving the tourism industry chain, which provide implications for the marketing of tourism in Xinjiang.
Keywords
tourism, marketing strategy, short video, Xinjiang
References
1. Yinglin Bing,A Study on the Communication of Xinjiang Tourism Image in Douyin Short Video[J],Journal of Jiaozuo University,2022-11-22， DOI:10.16214/j.cnki.cn41-1276/g4.2022.04.017
2. Weina Li，Rui Ma，Reflections on promoting quality tourism development in Xinjiang[J], Seek Truth from Facts,2019-05-10,DOI：10.3969/j.issn.1003-4641.2019.03.10
3. Yilin Xiao,Research on the innovation strategy of tourism marketing model under short video platform[J],China Business News,2021-11-12, DOI：10.19699/j.cnki.issn2096-0298.2021.21.057
4. Rui Geng,Li Wang,A Study on the Marketing Effect of Xinjiang Tourism Destinations in the Context of New Media - An Example of Jieyin Short Video[J],Marketing Community,2020-06-12
5. Defang Qi,Analysis of the tourism marketing model under the short video platform[J],Journal of Economic Research,2020-07-05
6. Boqi Wang,Analysis of Tourism Short Video Distribution and Marketing Model - An Example of Douyin App[J],Jiangsu Business News,2023-04-26, DOI:10.13395/j.cnki.issn.1009-0061.2023.05.001
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-101-8
- ISBN (Online)
- 978-1-83558-102-5
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/40/20232011
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited