Research On Content Quality Of Short Tourism Video From The Perspective Of Destination Marketing

With the iteration and upgrading of communication network technology,short video has become the most popular new media,driving the Internet celebrity economy and giving rise to a large number of Internet celebrity tourist destinations,which have begun to carry out marketing activities through short video.However,the short video marketing of tourist destinations is still in the exploratory stage,the content quality of short video is uneven,and the effect of short video marketing of tourism has its own advantages and disadvantages.What kind of short tourism video can have good marketing effect? As a medium,short video should uphold the idea of "content is king" and improve the marketing effect by improving the quality of content.From the perspective of destination marketing,this paper discusses how to improve the content quality of tourism short video,hoping to provide references for short video marketing in different regions.From the perspective of destination marketing,this paper analyzes the existing problems of short tourism video content and puts forward some suggestions to improve the quality of short tourism video content in tourist destinations.First of all,starting from the cognitive structure of the audience,this paper points out that short tourism videos affect the audience through the cognitive structure of the audience,and the cognitive structure of the audience is different.Short tourism video marketing should produce short video content according to the cognitive needs and characteristics of the audience,and analyze the cognitive needs and characteristics of the audience through questionnaires.Secondly,this paper analyzes the logical process of short video content marketing,and points out that short video realizes the connection between tourist destination and audience through media reality,and media reality is the bridge between objective reality and audience psychological reality.Short video content stimulates audience to produce consumption behavior through audience psychological reality generated by audience cognitive structure.Then,using the case analysis method,the content characteristics of "Fangqi kiki" and "Xingganzi" are analyzed from two aspects: objective reality and media reality,media reality and audience psychological reality,and the key points of content quality evaluation of short tourism videos from the perspective of destination marketing are summarized.Finally,this paper analyzes the short video content of "Jiufengshan Scenic Spot in Henan Province",compares it with the evaluation points of the content quality of the short tourism video by using comparative analysis method,points out the existing problems of "Jiufengshan Scenic Spot in Henan Province",and puts forward suggestions to improve the content quality of the short tourism video: the topic should be rich in historical and cultural stories,highlight the core tourism resources,and the content should be storied;Copy to touch the audience’s psychology;The picture should be rich and shocking;The sound should harmonize with the picture.In terms of research innovation,on the basis of summarizing previous scholars’ short video marketing of tourist destinations,this paper finds that there is a lack of research on short video content.From the perspective of destination marketing,this paper studies the problems in the content of short tourism video and discusses how to improve the marketing effect by improving the content quality of short tourism video.