抖音短视频在旅游目的地营销中的应用路径研究

在移动互联网背景下，游客需求和营销方式不断变化，旅游目的地政府和旅游企业的传统营销方式难以适应时下发展。抖音短视频作为当下流行软件，给旅游目的地营销带来了新的机遇。本文应用扎根理论，通过对抖音短视频软件使用者的访谈内容进行编码分析，探究抖音短视频在旅游目的地营销中的应用路径。研究发现，抖音短视频各特征要素之间相互联系、共同作用，形成刺激—唤醒—反应—近端目标—终极目标这一闭环，从而成为旅游目的地营销的有效方式，并以模型构架图对此进行了阐释。论文还为旅游目的地政府和旅游企业如何有效利用抖音短视频进行旅游地营销提出了相关建议。

Research on the Application Path of Tik Tok in Tourism Destination Marketing

Under the background of mobile Internet, tourists demand and marketing methods change continuously. The traditional marketing methods of government and related enterprises at tourism destination are facing great challenges. As a popular software, Tik Tok brings new opportunities to tourism destination marketing. This paper applies the grounded theory to analyze and code the interview content of the Tik Tok users, and explores the application path of Tik Tok in tourism destination marketing. The results show that Tik Tok will become the inevitable trend of marketing, because its characteristics are interrelated and cooperated, forming a closed loop of stimulation, arousal, reaction, proximal goal and ultimate goal. The paper also explains Tik Tok with the model architecture diagram. Finally, the paper makes some proposals for tourism destination governments and related enterprises to make reasonable and effective use of Tik Tok for tourism marketing.