Research On The Communication Strategy Of Tourism Brands In Ethnic Regions From The Perspective Of Short Video

With the rapid development of the domestic tourism industry,competition in the tourism market has become increasingly fierce.A tourism brand with in-depth influence can help shape the image of the region and accelerate consumer recognition.However,due to the unbalanced development between regions,there are many problems in the creation of tourism brands in ethnic regions,and there is a lack of theoretical guidance on how to use short videos to spread tourism brands.This article takes Ganzi Prefecture's tourism brand communication as a case study.Starting from the spread of Ganzi tourism brand on the Tiktok platform,I summarized the communication strategy of Ganzi tourism brand,using acoustic wave theory to analyze its shortcomings,and on this basis,it provides a reference for other ethnic regions to spread the tourism brand.The suggestion is to expand the relevant content of tourism brand communication in ethnic areas from the p erspective of short videos.The research shows that the use of short videos for brand communication in ethnic areas requires a clear brand positioning to create a differentiated strategy,and then speak out on the basis of understanding the needs of users.Second,we should innovate the form of content expression and communication methods,Under the leadership of the government,we must spread through multiple subjects,multiple channels,and multiple angles.Third,we should use various modern communication methods to build an interactive platform to improve user satisfaction,optimize brand reputation,and enhance user loyalty to the brand.