【作者】 王旭；

【导师】 徐菲菲；

【作者基本信息】 东南大学 ， 旅游管理， 2021， 硕士

【摘要】 社交媒体的快速发展、摄像设备的轻巧便捷为当代人拍摄视频,记录、留念日常生活的点滴、休闲娱乐时光提供了极大的便利,同时观看他们上传、分享的旅游类等Vlog也成为了现代人的一种休闲方式。旅游既是一项休闲活动,也是一种经济活动。通过Vlog对那些爱好旅游却不能亲自实践,或者正在进行决策的用户有很大的帮助。但在游客视角下的旅游Vlog包含哪些基本视频元素、涉及到目的地的哪些元素与“口碑效应”息息相关,它会对视频受众的观点、决策产生作用,对目的地的旅游市场有不容小觑的影响力,所以专业行业领域对Vlog也有很高的关注度。同时,同一平台上同一题材、不同博主的旅游Vlog受欢迎度差异极大,因此,本研究选择旅游Vlog数据,将焦点放在视频基本元素数据和内容数据,从中挖掘旅游Vlog中揭示的目的地感知形象,并通过回归分析探索目的地感知形象各个维度与视频受欢迎度之间的关系,去挖掘视频博客传播的内容对其传播效果的影响,从而为目的地的改善网络营销策略、稳定并扩大市场提供建议。国内外关于视频研究的文献数量并不多,旅游类的也较少,尽管有些学者在基础理论上进行了系统的阐述,但实际研究中没有太大的扩展,主题、研究方法上都存在一定的共性。但自2019年来关于游客Vlog的研究数量已经呈上升趋势,国内相关文献多是选择抖音等平台上的短视频进行研究,研究目的地形象、用户的观后看法等,除了这些,国外有的学者还会将游客视频和目的地宣传片放在一起对比,观察目的地形象的差异。通过对相关文献的回顾发现,一方面,国内研究的短视频的时长在数十秒左右,而短短的时间很难全面、清晰的了解游客在目的地的体验、看法,关于目的地感知形象也难以准确把握。另一方面,Vlog作为一种相对较新的数据,在网络传播学中扮演着信息载体的重要角色,而当下视频类的文献对数据本身特征的关注较少,重点聚焦在视频内容所带来的影响,多采用传统的问卷法、访谈法,导致其忽略了视频作为网络传播重要媒介之一的属性。所以,本研究致力于在了解旅游视频博客基本元素特征的基础上,分析归纳其揭示的目的地感知形象,并观察其对受欢迎度的影响。本文以南京为目的地,在You Tube平台上收集到26个视频,在掌握视频基本信息的基础上,利用ROST、Arc GIS等软件对视频内容如旅游吸引要素、游客动线和文字描述展开分析,最后结合视频点击数据,利用Spss软件重点挖掘视频受欢迎度的影响因素。研究发现:(1)旅游Vlog上传用户身份多为女性,视频时长和账号订阅者的数量也不一,视频类型多属“人物和博客”和“旅游和活动”类;(2)视频内容中揭示的南京市目的地形象感知,仍以历史古都、文化名城的形象深入人心,美食和基础设施也受游客关注,游客情感呈中性,趋向于积极态度;(3)旅游Vlog受欢迎度会受到用户的名誉和关系影响,订阅者数量与其呈正相关关系;同时,视频传播内容对传播效果有明显影响,旅游吸引要素下的植物、餐饮、体育活动、游客要素以及牛首山、玄武湖、明城墙等部分热门景点也会对视频受欢迎度产生积极影响,呈现出与目的地整体形象不同风格的视频会更受欢迎。更多还原

【Abstract】 The rapid development of social media and the lightness and convenience of camera equipment have provided great convenience for contemporary people to shoot videos,to record and recall the daily life,especially leisure time.At the same time,watching their uploaded and shared Vlogs has also become a modern way of leisure for people.Tourism is not only a leisure activity,but also an economic activity.Vlog is of great help to users who love to travel but can’t practice it personally,or who are making decisions.However,from the perspective of tourists,what basic video elements are included in the tourism Vlog,and which elements are related to the destination image are closely related to the "word-of-mouth effect".It will have an effect on the views and decision-making of the audience,and it should not be underestimated in the tourism market.As a result,tourism industry also has paid high attention to Vlog.At the same time,the popularity of travel Vlog of the same subject,but different bloggers on the same platform varies greatly.Therefore,this study selects travel Vlog to study its basic elements and contents,which reveals the perceived image of the destination.Through the study of these two elements,we further explore the influencing factors of video popularity,then provide suggestions for the destination to improve the network marketing strategy,stabilize and expand the market.There are not many paper on video research at home and abroad,and even fewer on tourism.Although some scholars have systematically elaborated on basic theories,the amount of related research is not considerable.However,paper on tourists’ vlog have been increasing since 2019.Most domestic paper choose short videos on platforms such as Tik Tok(Douyin in Chinese)to study the destination image and users’ post-views.In addition to these,foreign scholars also compare tourist videos with destination promotional videos to observe the difference of destination image.Through the review of relevant literature,it is found that,on the one hand,the disadvantage of short videos’ length is difficult to fully and clearly understand the experience and perception of tourists,as well as the perceived image of the destination.On the other hand,as a relatively new type of data,Vlog plays an important role as an information carrier in network communication.However,the current video literature pays less attention to the characteristics of the data itself,but focuses on the video content.The traditional questionnaire method and interview method are often used,which leads to the neglect of the attribute of video.Therefore,this research is dedicated to understanding the basic elements of travel video blogs,analyzing and summarizing the perceived image of destinations,and combining these two dimensions to explore their impact on the popularity of travel Vlogs.This article takes Nanjing as destination and collects 26 videos on the You Tube platform.On the basis of mastering the basic information of the video,the article also uses ROST,Arc GIS and other software to analyze the video content such as tourist attraction elements,tourist movement and text description.Finally combined with click data,the research uses Spss software to figure out the influencing factors of video popularity.The study found that:(1)The Vloggers are mostly female,the video duration and the number of account subscribers are also different.Most videos belong to "people and blogs" and "tours and activities";(2)Through the Vlog contents,the image of Nanjing is historical ancient capital and a culturally famous city.Food and infrastructure are also significant.Tourists are emotionally neutral and tend to be positive;(3)On the one hand,the popularity of tourism Vlog will be affected by the reputation and relationship of users,the number of subscribers is positively correlated with Vlog’s popularity.On the other hand,parts of the dimensions of destination perception image,which are different from the traditional image,are found to be positively connected with popularity,such as plants,catering,sports activities and vloggers themselves.Some popular attractions like Mount Niushou,Xuanwu Lake are also included.更多还原