Research On The Communication Strategy Of Tourism Short Video In Henan Province Under The Background Of Integration Of Culture And Tourism

The formation of the Ministry of Culture and Tourism in 2018 has ushered in a new era in the integration of culture and tourism,and the combination of tourism and culture not only makes travel more meaningful,but also promotes the sustainable development of tourist attractions,and moreover meets the growing material and cultural needs of people.With the development of new media,short video platform has become a new position of communication and marketing.The development mode of cultural tourism+ short video has not only brought new vitality to the cultural tourism industry,but also brought a number of net red attractions and cities through the form of short video playing cards.With the support of new media,tourism short videos have become the mainstream publicity position of Henan culture and tourism,from self media,scenic spots to municipal cultural and tourism bureaus,creating a multi-level cultural and tourism communication matrix and opening up a new mode of Henan culture and tourism image construction and communication.This paper takes Henan Province as the research object,firstly,through content analysis of Henan Province tourism short video samples in Tik Tok platform,based on5 W theory,through four aspects of communicator,communication content,communication audience and communication channel,to dig out the platform characteristics and content strategy of Henan Province tourism short video embodied in Tik Tok platform.Secondly,combining with the new media effect theory,we use questionnaire survey and in-depth interview to explore the effect of Henan tourism short videos in Tik Tok platform and dig out the problems that arise,and finally provide targeted suggestions for the problems in Henan Province tourism short videos.Through content analysis,questionnaire survey and in-depth interview,we found that Henan tourism short videos in Tik Tok platform have formed a multi-level and allround publicity matrix and achieved certain communication effect,but there are still problems such as imbalance of regional development,uniform filming and production,and lack of in-depth interaction,which have a great impact on the communication effect.In order to better make Henan’s cultural tourism image shine in the new media platform,this paper puts forward targeted suggestions such as balancing the communication pattern,deep cultivation of Henan Province’s local culture,and enhancing emotional interaction.In order to make the short video of Henan Province tourism become the fuel and driving force of cultural tourism integration development and enhance the visibility and influence of Henan Province culture and tourism.