【作者】 王璐；

【导师】 赵瑜；

【作者基本信息】 浙江大学 ， 传播学， 2021， 硕士

【摘要】 随着国内旅游业的快速发展,旅游市场竞争愈发激烈,一个具有深度影响力的旅游品牌,可以帮助塑造地区形象,加速获得消费者认可。但由于地区之间发展不平衡,民族地区在旅游品牌的打造中存在诸多问题,对如何利用短视频进行旅游品牌传播缺乏理论指导。本文以甘孜州旅游品牌传播作为案例进行研究。从抖音平台上的甘孜旅游品牌传播情况着手,归纳出了甘孜旅游品牌的传播策略,运用声浪传播理论分析其存在的不足,并在此基础上,为其他民族地区进行旅游品牌传播提供了参考建议,扩充了短视频视域下民族地区旅游品牌传播的相关内容。研究认为,民族地区运用短视频进行品牌传播,一要明确品牌定位打造差异化策略,在了解用户需求的基础上再对外发声。二要创新内容表现形式、创新传播方式,在政府主导下,多主体、多渠道、多角度进行传播。三要运用各种现代化传播手段,搭建互动平台,提升用户满意度,优化品牌口碑,增强用户对品牌的忠诚度。更多还原

【Abstract】 With the rapid development of the domestic tourism industry,competition in the tourism market has become increasingly fierce.A tourism brand with in-depth influence can help shape the image of the region and accelerate consumer recognition.However,due to the unbalanced development between regions,there are many problems in the creation of tourism brands in ethnic regions,and there is a lack of theoretical guidance on how to use short videos to spread tourism brands.This article takes Ganzi Prefecture’s tourism brand communication as a case study.Starting from the spread of Ganzi tourism brand on the Tiktok platform,I summarized the communication strategy of Ganzi tourism brand,using acoustic wave theory to analyze its shortcomings,and on this basis,it provides a reference for other ethnic regions to spread the tourism brand.The suggestion is to expand the relevant content of tourism brand communication in ethnic areas from the p erspective of short videos.The research shows that the use of short videos for brand communication in ethnic areas requires a clear brand positioning to create a differentiated strategy,and then speak out on the basis of understanding the needs of users.Second,we should innovate the form of content expression and communication methods,Under the leadership of the government,we must spread through multiple subjects,multiple channels,and multiple angles.Third,we should use various modern communication methods to build an interactive platform to improve user satisfaction,optimize brand reputation,and enhance user loyalty to the brand.更多还原