Research On The Influencing Factors Of The Dissemination Effect Of Douyin Tourism Government Affairs Short Video

Nowadays,the rise of new technologies such as 5G has gradually made the social information dissemination gradually short video and intelligent,promoting the rapid development of short video platforms represented by Douyin.At present,the country attaches more and more importance to the development of tourism economy,and the tourism government affairs videos of short video platforms have attracted much attention,and through the research on the influencing factors of the communication effect of tourism government affairs short videos on Douyin platform,it is conducive to improving the effect of cultural and tourism publicity and information dissemination.Based on the theory of media saliency and information richness,this paper takes the 472 short videos and 9045 comments released by 8 accounts on the national provincial cultural and tourism new media Douyin Communication Index list released by the Cultural Tourism Industry Index Laboratory in September 2022 as research samples,uses the content analysis method to visualize the sample videos,and combines statistical analysis and case analysis methods to explore the characteristics of Douyin tourism government affairs short videos in terms of media salience,video content,and video form.The influencing factors of its significance and the influencing factors of the transmission effect were analyzed.According to the research findings,Douyin tourism and government short video dissemination appears the characteristics of prominent agenda,short video,and positive emotions.Media prominence,celebrity recommendation,character appearances,folk sources,simultaneous voices of characters,video forms and other categories and platform algorithms will significantly affect the communication effect;The factors influencing the saliency and communication effect of tourism government short video media are the same,and the operation strategy of the official tourism government account is not always effective.In addition,combined with the problems found in the research process,four suggestions are put forward according to the current development trend of short videos: integrate regional characteristics and shape differentiated government affairs accounts;Innovate content forms to improve the original productivity of accounts;Grasp the needs of the audience to enrich topics and promote user interaction;Create a stable character image Create an account IP.