Innovations in Short Video Marketing Strategies for Tourism: The Case of The Director of Garzê Culture and Tourism Bureau
Abstract
Short tourism videos (STVs) can significantly boost the visibility and appeal of tourist destinations, increase tourism revenue, and yield positive social responsibility effects such as poverty alleviation. One notable achievement is that of Liu Hong, the Director of the Culture and Tourism Bureau in Garzê , who has become an Internet celebrity by successfully promoting Garzê 's cultural and tourism resources via his TikTok account with 156 STVs. This study aims to analyze and uncover the characteristics of effective STVs in promoting sustainable tourism and conservation. The STVs were classified into four narrative categories: recommendation-based, introduction-based, display-based, and activity-based. The findings revealed that among the 25 highly engaged STVs, display-based STVs were dominant, accounting for 68%. Comparing short video length, number of scenes, subtitles, background music, and number of characters in association with engagement metrics, revealed that display-based STVs are usually less expensive and require fewer resources to produce. This suggests that destination management organizations can leverage display-based STVs to engage netizens and promote tourist destinations. These findings help promote remote tourism destinations with smaller marketing budgets, fostering sustainable tourism practices, and conserving natural and cultural heritage. The study helps DMOs aiming to use STVs for effective and sustainable destination marketing.
References
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2. Mob Tech, Baidu terms of service, 2023, https://baijiahao.baidu.com/s?id=1770833938983681583&wfr=spider&for=pc [accessed Jul 08 2023].
3. Welbourne, D. J.; Grant, W. J. Science Communication on YouTube: Factors that Affect Channel and Video Popularity. Public understanding of science, 2016, 25, 706-718.
4. Wijayanti, A. Efektivitas Instagram dalam Meningkatkan Minat Kunjungan Wisatawan di Daerah Istimewa Yogyakarta. Universitas Bina Sarana Informatika, Yogyakarta, Indonesia. Indonesian Journal of Tourism and Leisure, 2021, 02(1), 26-39, doi: 10.36256/ijtl.v2i1.138.
5. Mhalla, M.; Yun, J.; Nasiri, A. Video-Sharing Apps Business Models: TikTok Case Study. International Journal of Innovation and Technology Management, 2020, 17(07), 2050050.
6. Yanti, D.; Subagja, A. D.; Nurhayati, S.; Rezeki, S. R. I.; Limbong, C. H., Hamid, R. S. Short Videos & Social Media Algorithms: Effective Communication in Tourism Marketing. International Journal of Artificial Intelligence Research, 2023,6(1.2).
7. Pan, W. Research on the Coordination Between Tourism Economic Development and Environmental Protection in Internet Celebrity City based on Short Video Platform. IOP Conference Series: Earth and Environmental Science, 2021, 632, 052047.
8. Zhang, Q.; Liu, X.; Zhiyong, L.; Tan, Z. Multi-experiences in The Art Performance Tourism: Integrating Experience Economy Model with Flow Theory. J. Travel Tour. Mark., 2021, 38, 491–510.
9. Montag, C.; Yang, H.; Elhai, J. D. On the Psychology of TikTok Use: A First Glimpse From Empirical Findings. Frontiers in public health, 2021, 9, 641673.
10. Wang, J. H.; Sun, D. Y. Publishing Research, 2018, 10.
11. Abidin, C. Mapping Internet Celebrity on Tiktok: Exploring Attention Economies and Visibility Labours. Cultural Science Journal, 2021, 12(1), 77-103.
12. Lejie, Y. Analysis of Internet Marketing from the Perspective of Internet Celebrity Economy. Journal of Frontiers in Educational Research, 2021, 1(3), 115-119.
13. Cover News, Baidu terms of service, 2023, https://baijiahao.baidu.com/s?id=1768115870819175825&wfr=spider&for=pc [accessed Jun 08 2023]
14. Zhu, C.; Hoc, Nang, Fong, L.; Gao, H.; Buhalis, D.; Shang, Z. How does Celebrity Involvement Influence Travel Intention? The Case of Promoting Chengdu on TikTok. Information Technology & Tourism, 2022, 24 389-407
15. Gao, C. L. News Knowledge, 2016, 12, 3-6.
16. Zhou, H. Publishing Horizons, 2019, 01, 70-72.
17. Dai D B and Gu X H 2017 User Participation Behavior, Perceived Value and Customer Loyalty Analysis based on Mobile Short Video Social Application. Consumer Economics, 2017, 33, 58-65.
18. Zhang, X.; Wu, Y.; Liu, S. Library and Information Work, 2019, 63, 103-115.
19. Wang, J. L. Complex Experience and Influencing Factors of Short Video Consumption. J. Journalism & Communication Review, 2021, 74, 24-33.
20. Wang, Y.; Huang, L. Y. Research on the Impact of Mobile Short Video Perceived. Value on Consumers' Purchase Intention. Economics and Management, 2019, 33, 68-74.
21. Liu, J.; Wang, Y.; Chang, L. How do Short Videos Influence Users' Tourism Intention? A study of Key Factors. Frontiers in Psychology, 2023, 13, 1036570.
22. Zhang, M.; Liu, Y. A commentary of TikTok recommendation algorithms in MIT Technology Review 2021. Fundamental Research, 2021,1, 846-847.
23. Zhang, X. Proc. Int. Conf. of the 2022 7th International conference on financial innovation and economic development (ICFIED 2022), Amsterdam, Antlantis Press, 2022, 211, 2145-2148.
24. Xiong, T. Research on the Classification of Destination Short Video Narrative Categories and Content Interaction Mechanism Based on Machine Learning. Thesis, Beijing International Studies University, 2023.
25. Alamäki, A.; Pesonen, J.; Dirin, A. Triggering Effects of Mobile Video Marketing in Nature Tourism: Media Richness Perspective. Information Processing & Management, 2019, 56, 756-770.
26. Tussyadiah, I. P.; Fesenmaier, D. R. Mediating Tourist Experiences: Access to Places via Shared Videos. Annals of tourism research, 2009, 36, 24-40.
27. Wang, D.; Park, S.; Fesenmaier, D. R. The Role of Smartphones in Mediating the Touristic Experience. Journal of travel research, 2012, 51(4), 371-387.
28. Chen, X.; Yurong, Z.; Die, H.; Zhenqiang, X. Proc. Int. Conf. of the 2020 International Workshop on Electronic Communication and Artificial Intelligence (IWECAI), China, IEEE, 2020, 116-119.
29. Wengel, Y.; Ma, L.; Ma, Y.; Apollo, M.; Maciuk, K.; Ashton, A. S. The TikTok Effect on Destination Development: Famous Overnight, Now What?. Journal of Outdoor Recreation and Tourism, 2022, 37, 100458.
30. Xue, H. Proc. Int. Conf. on SHS Web of Conferences, London, EDP Sciences, 2023, 163.
31. Shi, Y. Research on Urban Tourism Communication Strategy of Douyin Short Video. Access Library Journal, 2021, 8, 1-5.
32. Du, X.; Liechty, T.; Santos, C. A.; Park, J. I Want to Record and Share My Wonderful Journey. Current Issues in Tourism, 2022, 25, 3412-3424.
33. Zhou, Q.; Sotiriadis, M.; Shen, S. Using TikTok in tourism destination choice: A young Chinese tourists' perspective. Tourism Management Perspectives, 2023, 46, 101101.
34. Wahid, R.; Karjaluoto, H.; Taiminen, K.; Asiati, D. I. Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market. Journal of International Marketing, 2023, 31, 106-123.
35. Dolan R, Conduit J, Bentham F C, Fahy J and Goodman S 2019 Social Media Engagement Behavior: A Framework for Engaging Customers Through Social Media Content. European Journal of Marketing, 2019, 53, 2213-2243.
36. Trunfio, M.; Rossi, S. Conceptualising and measuring social media engagement: A systematic literature review. Italian Journal of Marketing, 2021, 21, 267-292.
37. Li Y and Xie Y. Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement. Journal of Marketing Research, 2020, 57, 1-19.
38. Yang, Y.; Zhai, P. Click-Through Rate Prediction in Online Advertising. Information Processing and Management, 2022, 59, 102853.
39. Riana, D. Deep Neural Network for Click-Through Rate Prediction. International Journal of Software Engineering and Computer Systems, 2022, 8, 33-42.
40. Park, M.; Naaman, M.; Berger, J. A. Data-Driven Study of View Duration on YouTube. Proc. Int. Conf. of the International AAAI Conference on Web and Social Media (Germany: ICWSM), 2016, 10, 651-654.
41. Li, H.; Liu, J.; Xu, K.; Wen, S. Proc. Int. Conf. of the 2012 IEEE 20th International Workshop on Quality of Service, China, IEEE, 2012, 1-9.
42. Moran, G.; Muzelle, L.; Johnson, D. Message content features and social media engagement: evidence from the media industry. Journal of Product & Brand Management, 2020, 29, 533-545.
43. Zaidi, N.; Ahuja, V.; Khan, M. N. Effect of Customer Characteristics, Content Characteristics and Source Credibility on Customer Response: Developing A Conceptual Model for The Tourism Industry. Journal of Travel and Tourism Research, 2020, 14, 1-24.
44. Yang, J.; Counts, S. Predicting the Speed, Scale, and Range of Information Diffusion in Twitter. Proc. Int. Conf. of the International AAAI Conference on Web and Social Media Washington DC: ICWSM, 2010, 4, 355-358.
45. Bakhshi, S.; Shamma, D. A.; Gilbert, E. Faces Engage Us: Photos with Faces Attract More Likes and Comments on Instagram. Proc. Int. Conf. of the SIGCHI conference on human factors in computing systems, Canada: CHI 2014, 2014, 965-974
46. Lim, B. H.; Lu, D.; Chen, T.; Kan, M. Y. Proc. Int. Conf. of the 2015 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, 2015, 113-120.
47. Hughes, C.; Swaminathan, V.; Brooks, G. Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns. Journal of marketing, 2019, 83, 78-96.
48. Anandhan, A.; Shuib, L.; Ismail, M. A.; Mujtaba, G. Social Media Recommender Systems: Review and Open Research Issues. IEEE Access, 2018, 6, 15608-15628.
49. Figueiredo, F.; Benevenuto, F.; Almeida, J. M. The Tube Over Time: Characterizing Popularity Growth of Youtube Videos. Proc. Int. Conf. of the fourth ACM international conference on Web search and data mining, 2011, 745-754.
50. Bakshy, E.; Hofman, J. M.; Mason, W. A.; Watts, D. J. Everyone's an influencer: quantifying influence on twitter. Proc. Int. Conf. of the fourth ACM international conference on Web search and data mining, China, ACM, 2011, 65-74.
51. Riquelme, F.; Cantergiani, G. P. Measuring User Influence on Twitter: A survey. Information processing & management, 2016, 52, 949-975.
52. Solvoll, M. K.; Larsson, A. O. Reinventing the Business Model for Local Newspapers by Building Walls. Newspaper Research Journal, 2020, 41, 204-217.
53. Cutting, J. E. Narrative Theory and The Dynamics of Popular Movies. Psychonomic bulletin and review, 2016, 23, 1713-1743.
54. Li, R. Wide-Angle Beam Scanning Phased Array Antennas, Publication Wide Angle, 2019, 7.
55. Cao, R.; Dey, S.; Cunningham, A.; Walsh, J.; Smith, R. T.; Zucco, J. E.; Thomas, B. H. Examining the Use of Narrative Constructs in Data Videos. Visual Informatics, 2020, 4, 8-22.
56. Kent, M. L. Public Relations is Much More Than Branding, Sales, and Customer Contact. Public Relations Review, 2015, 41, 480-489.
57. Xie, X. Q. Journal of Shenzhen University, 2022, 39, 15-22.
58. Tang, Y. H. Media, 2020, 7, 3.
59. Liu, H. Y.; Yan, M. J. Influence of Mobile Short-Form Video on Tourist Behavioral Intentions. Tourism Tribune, 2021, 36, 62-73.
Authors
[1]
LiH. and TayK. 2024. Innovations in Short Video Marketing Strategies for Tourism: The Case of The Director of Garzê Culture and Tourism Bureau. Media Konservasi. 29, 3 (Jul. 2024), 349. DOI:https://doi.org/10.29244/medkon.29.3.349.
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