Study On The Relationship Of Viewer Participating In Vlog Interaction And Tourism Destination Perceived Image

Along the development of China’s Internet,especially mobile Internet,short video has developed rapidly and has become an important way for the new generation of social networking.However,short video has a low operating threshold,pan-entertainment,repetitive,homogenized,and vulgar short videos have emerged one after another,causing people to experience entertainment aesthetic fatigue.People have put forward higher requirements for the content quality of short videos.Vlog can be said to be Came into being.As a video blog,Vlog integrates the characteristics of text and pictures,transforms the blog from static to dynamic,and becomes a new type of social tool.Vlog,as a way to record travel life,makes video bloggers unconsciously become the "spokesperson" of the destination in the process of sharing travel behavior,and travel vlog has become an important medium for the image dissemination of tourism destinations.At present,the research on tourism vlog at home and abroad is still in its infancy,which is mainly reflected in media and marketing.It focuses on exploratory and qualitative research,focuses on the study of member behavior,and focuses on attracting and stimulating participation.It lacks research on member motivation,value creation,interaction between individuals and groups.Secondly,the research on network interaction only stays at the sociological level,and there is a lack of marketing research.As an important video sharing website in China,Bilibili.com has new characteristics of group interaction,such as group nature,interactivity,information exchange and value sharing,and its influence on the image of tourism destinations in online marketing has not attracted enough attention.In addition,research on the image of tourism destinations at home and abroad has been relatively mature,mainly in the study of the image measurement of tourism destination and the research on the factors affecting the image of the tourism destination.However from the perspective of network interaction,explore the tourism destination image of travel video blogs.There are not many researches on the impact of this article,and it is worthy of further in-depth study.Therefore,this thesis selected Macau tourist vlog and its barcings from Bilibili as research materials,used the combination of root theory and content analysis to study the relationship between travel vlog interaction and tourist deduction,in-depth discussion of the meaning and value of network interaction of travel vlog on tourism destination image.The results of the theoretical analysis show that tourist Vlog interaction is the process of audiences from individual interaction to group interactive rituals based on the interactive market of tourist fields to perceive the image interactive market.The difference between group interaction and individual interaction is whether to form emotional energy and scale effects.Group interaction is affected by the characteristics of the user group of Bilibili.It is a ritual carnival based on individual interaction.The relationship between tourism Vlog interaction and the perceived image of tourism destinations is to occur through the interactive market.The perceived image of tourism destination as an interactive value symbol is created and consumed,divided into three stages:individual role playing-interactive value exchange-value overflow effect.Therefore,this article analyzes the relationship between the interaction based on individuals and groups and perceived image of tourism destination in the fifth and sixth chapter.The interaction at the individual level starts with the analysis of the Vlog content that affects the individual’s participation in the quasi-social interaction,and analyzes the relationship between the dimension of the individual’s participation in the quasi-social interaction and the perceived image of the tourism destination.The impact of different types of video content on individuals participating in social interaction and the perceived image of tourism destination is different.The impact of different dimensions of individuals participating in interaction on the perceived image of tourism destination is also different.By constructing a group-based tourism destination perceived image interaction ceremony,the relationship between group interaction and perceived image of tourism destination is analyzed,and the value overflow effect is generated through group behavior interaction,which affects changes in the perceived image of the tourism destination.Therefore,conclusions are concluded:Tourism destination perceived image is created and consumed in interaction as a value symbol;the establishment the formation path of video content→individual interaction→tourism destination perception image;The group interactive ceremony continues to consolidate and reshapes the image of the tourism destination;The formation of the image interactive market is affected by the characteristics of individual roles and the characteristics of the user group.This article builds a model of the relationship between network interaction and tourism destination perceived image through the research method of rooting theory;related vlog content,quasi-social interaction and tourism destination perceived image are found,and discover the interactive mechanism of tourist Vlog videos for the audience’s perceived image of tourism destination and the intention of traveling behavior;associate the group interactive ritual with the perceived image of tourism destinations,build a group based tourism destination perceived image interactive ceremony,further improve and supplement the application of the interaction of interactive rituals in the interaction of the network platform.The feasibility in the network interactive ceremony,and the rationality of Bilibili as the interactive ceremony scene.Therefore,it has certain guiding significance for the guidance and maintenance of the Macau Tourism Destinations,Vlog video content production,and the guidance and maintenance of the network platform atmosphere.