Research on the development models and pathways of short video-driven cultural and tourism integration
短视频助力文旅融合发展模式与路径研究

摘要

融媒体时代，选择短视频作为文旅推广的策略正契合了短视频自身特点。本文先总结近年来短视频助力文旅融合的模式：“微短剧+文旅”“文旅局长+短视频”“文旅资源+文旅”等模式，随后分析其存在的优势与面临的困境，进而针对丽江提出利用短视频打造基于丽江地域文化的个性形象、加深丽江康养圣地的品牌名片、提升城市文旅服务与基础需求等发展模式，以期为丽江文旅的进一步发展提供思路。

Abstract

In the era of converged media, choosing short videos as a strategy for cultural and tourism promotion aligns well with the inherent characteristics of short videos. This paper first summarizes the models in recent years where short videos have facilitated the integration of culture and tourism, such as "mini-drama + cultural tourism," "tourism bureau directors + short videos," and "tourism resources + cultural tourism." It then analyzes the advantages and challenges of these models. Subsequently, it proposes development strategies for Lijiang, including leveraging short videos to create a unique image based on Lijiang's regional culture, deepening the brand identity of Lijiang as a wellness destination, and enhancing urban cultural tourism services and infrastructure. The aim is to provide insights for the further development of Lijiang's cultural and tourism industry.