【作者】 宋晓；

【导师】 王素洁；

【作者基本信息】 山东大学 ， 工商管理（MBA）（专业学位）， 2024， 硕士

【摘要】 乡村民宿作为乡村旅游的核心要素,在推动乡村振兴战略和乡村经济增长中扮演着关键角色。在数字化时代,尤其是注意力经济的背景下,借助移动互联网的迅猛发展,通过短视频进行宣传和营销,将乡村民宿的“流量”转换为“留量”,提升商业价值,已成为乡村民宿产业实现高质量发展的关键。然而,面对短视频市场的内容同质化和质量良莠不齐等问题的挑战,乡村民宿在内容创新和人才培养等方面面临困难,难以在激烈的短视频营销竞争中突出重围。因此,探索乡村民宿如何通过短视频叙事来增强营销能力,成为了一个亟待解决的问题,这对于乡村民宿的持续发展和乡村经济的振兴具有重要意义。本研究选取YG乡村民宿作为案例对象,依托叙事传输理论,采用文献研究、深度访谈和问卷调研等多元化方法构建了一套评估乡村民宿短视频叙事传输效果的指标体系。进一步,以期望差异理论为基础,通过对YG乡村民宿短视频的叙事传输效果进行全面的IPA分析(即重要性-满意度分析)及四象限图解析,揭示了 YG乡村民宿短视频的实际表现与受众期望之间的差距,以及受众对YG乡村民宿短视频营销的感知与评价。基于对YG乡村民宿四象限图指标分布的分析,研究结果表明YG乡村民宿需优先改善的指标、次要改善的指标、应保持现状的指标以及必须维护的优势指标,揭示了其在“讲故事”能力和“吸引观众注意力”方面的显著不足。具体而言,短视频内容在叙事吸引力、内容可读性方面表现欠佳,同时,视频封面设计亦缺乏吸引力,这在观看量、完播率和互动量的不理想表现中有所体现。针对这些问题,本文从“故事构成要素”、“封面设计意识”、“人才队伍建设”、“场景氛围营造”、“宿主个人形象塑造”以及“互联网名人效应利用”等多个角度提出了一系列创新解决方案,旨在为YG乡村民宿提高其短视频营销有效性提供实践指导。本文不仅为乡村民宿短视频内容优化提供了科学的理论支撑,同时也为乡村旅游的推广开拓了新的视野和策略,具有一定理论价值和实践意义。更多还原

【Abstract】 As a key component of rural tourism,rural homestays play a crucial role in promoting the rural revitalization strategy and boosting rural economic growth.In the digital age,especially under the background of attention economy,with the rapid development of mobile Internet,propaganda and marketing through short videos,converting the "flow" of rural homesay into "retention" and enhancing commercial value have become the key to achieve high-quality development of rural homesay industry.However,faced with the challenges of content homogenization and uneven quality in the short video market,rural homestays are facing difficulties in content innovation and talent training,and it is difficult to stand out in the competition of short video marketing.Therefore,it has become an urgent problem to be solved to explore how rural homestays can enhance their marketing ability through short video narrative,which is of great significance for the sustainable development of rural homestay and the revitalization of rural economy.This study selects YG Rural Homestay as the case object,relies on narrative transportation theory,adopts diversified methods such as literature research,in-depth interview and questionnaire survey to construct an index system to evaluate the effect of short video narrative transportation in rural homestays.Further,based on the expectation difference theory,through a comprehensive IPA analysis(i.e.,Importance-Performance Analysis)and four-quadrant diagram analysis of the narrative transportation effect of YG Rural Homestay short video,revealing the gap between the actual performance of YG Rural Homestay short video and the audience’s expectations,as well as the audience’s perception and evaluation of YG Rural Homestay short video marketing.Based on the analysis of the index distribution of YG Rural Homestay in the four-quadrant chart,the research results show that YG Rural Homestay need to prioritize improvement indicators,secondary improvement indicators,indicators that should maintain the status quo and advantages indicators that must be maintained,revealing significant deficiencies in the ability of "storytelling" and "attracting audience’s attention".Specifically,short video content has poor performance in terms of narrative appeal and content readability,and video cover design is also unattractive,which is reflected in the unsatisfactory performance of viewing volume,completion rate and interaction volume.In response to these problems,this paper proposes a series of innovative solutions from the perspectives of "story components","cover design awareness","talent team building","scene atmosphere construction","host personal image building" and "Internet celebrity effect utilization",aiming to provide practical guidance for YG Rural Homesay to improve the effectiveness of its short video marketing.This paper not only provides scientific theoretical support for the optimization of short video content of rural homestays,but also opens up a new vision and strategy for the promotion of rural tourism,which has certain theoretical value and practical significance.更多还原