Study On The Image Communication Of Urban Tourism With Douyin Short Video

In the era of the pursuit of "short and fast",short video has become an indispensable pastime for young users.Douyin short video has become the leader in short video field with more than 500 million monthly active users.The rise of douyin short video has brought an opportunity for the dissemination of urban tourism image.In recent years,many cities have been promoted to "web celebrity" with the help of douyin short video,which has triggered phenomenal communication effects and greatly promoted the development of urban tourism.It can be said that douyin short video has become an important window to show the image of urban tourism.The prominent performance of douyin in urban tourism image communication is not an accident.The two are naturally compatible in terms of target group,communication content and development mechanism.At the same time,the organization,web celebrity talents and ordinary users all have their own advantages.Through douyin short video,the tourism resources and folk culture of the city are presented,which respectively reflect the characteristics of professionalism,individuality and spontaneity.Compared with the traditional urban tourism image communication,douyin short video's urban tourism image communication has the new characteristics of sensitization,commonness and interactivity.These new features affect the public perception of the image of urban tourism,and build a very attractive image of urban tourism invisibly,making the image of urban tourism more personalized,younger and three-dimensional,so that more people can fully feel the charm of the city.Nevertheless,in the process of spreading the image of urban tourism,douyin short video also has some problems,such as excessive entertainment,homogenization of content and neglect of social effects.This will not only hinder the in-depth dissemination of urban culture and characteristics,but also bring tourism public opinion crisis to the city.Therefore,organizations and douyin platforms should balance seriousness and entertainment,explore differentiated urban elements,and strengthen public opinion risk prevention and control,so as to optimize the way of urban tourism image communication of douyin short video.