Research On Influencing Factors Of Cultural Tourism Short Video Communication Based On HOOKED Model

In the context of the rapid development of the Internet,the cultural tourism industry has a new track in terms of communication methods and channels,but also has more options.As the head platform for the development of the short video industry,there are many short video creators in the culture and tourism industry,and Tik Tok has become an important communication channel for the culture and tourism industry.At present,the short video communication platform represented by Tik Tok has taken a series of positive measures to improve the communication effect of the cultural tourism industry on the short video platform,but from the perspective of tourism and communication science,there are relatively few specialized studies on the factors influencing the communication effect of cultural tourism short videos,and detailed studies related to the communication interaction of cultural tourism short videos on specific short video platforms are also relatively rare.This situation is likely to be detrimental to the promotion of the dissemination of short tourism videos,thereby affecting the development rate of cultural tourism-related industries.With the continuous enrichment of short video content and increased user engagement in recent years,combined with relevant national development policies,the importance of cultural and tourism short video communication is increasing.Based on the "HOOKED model",this paper explores the factors influencing the interaction effect of cultural and tourism short videos on the Tik Tok and hopes to provide suggestions for the creators of cultural and tourism short videos on their operation strategies.Based on a review of domestic and international research on the development of the cultural tourism industry,communication and the application of short video development,firstly,the research sample screening was carried out to analyses two dimensions,namely the characteristics of the communication subject and the characteristics of the communication content,in order to provide theoretical support for the screening of the research sample,and on this basis,the sample accounts were selected according to the DCI ranking of Tik Tok.Secondly,the research data was collected and empirically analyzed.Based on the "HOOKED model",the indexes of the factors influencing the interaction of cultural and travel short video communication were explored and the model was constructed.The data of 200 short videos from 20 accounts were coded,and the empirical analysis was carried out by means of SPSS non-parametric test.It was found that among a total of nine influencing factors analyzed and collated in this paper,the five factors of whether the work carried a topic,whether it carried subtitles,the type of emotion of the video,the type of video production and the theme of the video content had a significant influence on the C-index(short video communication interaction index).The C-index is not significantly influenced by the type of caption,the type of cover,the way the video is presented,or whether it carries goods.The video content with subtitles is more effective than the video without subtitles;among the types of emotion,the most lively and light-hearted type of emotion has the best communication effect;among the types of video production,the short documentary format can bring high quality content and has the best communication effect;from the results of the video content classification,the video content about travel tips has a better communication effect.Finally,based on the results of the data analysis,we suggest strategies to focus on video expressions,trigger users’ emotional resonance through internal and external triggers,improve the diversity of content output,pay attention to content quality,improve account recognition and focus on refined operation for short travel videos.The purpose of this study is to find out the factors influencing the communication and interaction of the short videos on the Tik Tok platform,to give some theoretical support to the short video operation strategies of the short video communication subjects.