Research On The Spread Of Destination Image Based On Tourists' Vlog In Nanjing

The rapid development of social media and the lightness and convenience of camera equipment have provided great convenience for contemporary people to shoot videos,to record and recall the daily life,especially leisure time.At the same time,watching their uploaded and shared Vlogs has also become a modern way of leisure for people.Tourism is not only a leisure activity,but also an economic activity.Vlog is of great help to users who love to travel but can't practice it personally,or who are making decisions.However,from the perspective of tourists,what basic video elements are included in the tourism Vlog,and which elements are related to the destination image are closely related to the "word-of-mouth effect".It will have an effect on the views and decision-making of the audience,and it should not be underestimated in the tourism market.As a result,tourism industry also has paid high attention to Vlog.At the same time,the popularity of travel Vlog of the same subject,but different bloggers on the same platform varies greatly.Therefore,this study selects travel Vlog to study its basic elements and contents,which reveals the perceived image of the destination.Through the study of these two elements,we further explore the influencing factors of video popularity,then provide suggestions for the destination to improve the network marketing strategy,stabilize and expand the market.There are not many paper on video research at home and abroad,and even fewer on tourism.Although some scholars have systematically elaborated on basic theories,the amount of related research is not considerable.However,paper on tourists' vlog have been increasing since 2019.Most domestic paper choose short videos on platforms such as Tik Tok(Douyin in Chinese)to study the destination image and users' post-views.In addition to these,foreign scholars also compare tourist videos with destination promotional videos to observe the difference of destination image.Through the review of relevant literature,it is found that,on the one hand,the disadvantage of short videos' length is difficult to fully and clearly understand the experience and perception of tourists,as well as the perceived image of the destination.On the other hand,as a relatively new type of data,Vlog plays an important role as an information carrier in network communication.However,the current video literature pays less attention to the characteristics of the data itself,but focuses on the video content.The traditional questionnaire method and interview method are often used,which leads to the neglect of the attribute of video.Therefore,this research is dedicated to understanding the basic elements of travel video blogs,analyzing and summarizing the perceived image of destinations,and combining these two dimensions to explore their impact on the popularity of travel Vlogs.This article takes Nanjing as destination and collects 26 videos on the You Tube platform.On the basis of mastering the basic information of the video,the article also uses ROST,Arc GIS and other software to analyze the video content such as tourist attraction elements,tourist movement and text description.Finally combined with click data,the research uses Spss software to figure out the influencing factors of video popularity.The study found that:(1)The Vloggers are mostly female,the video duration and the number of account subscribers are also different.Most videos belong to "people and blogs" and "tours and activities";(2)Through the Vlog contents,the image of Nanjing is historical ancient capital and a culturally famous city.Food and infrastructure are also significant.Tourists are emotionally neutral and tend to be positive;(3)On the one hand,the popularity of tourism Vlog will be affected by the reputation and relationship of users,the number of subscribers is positively correlated with Vlog's popularity.On the other hand,parts of the dimensions of destination perception image,which are different from the traditional image,are found to be positively connected with popularity,such as plants,catering,sports activities and vloggers themselves.Some popular attractions like Mount Niushou,Xuanwu Lake are also included.