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论文编号：	15399
作者编号：	2120223752
上传时间：	2025/6/10 11:29:36
中文题目：	周至县乡村旅游抖音短视频营销优化策略研究
英文题目：	Research on the Optimization Strategy of Douyin Short Video Marketing for Rural Tourism in Zhouzhi County
指导老师：	白长虹
中文关键字：	乡村旅游；抖音短视频；营销传播；乡村振兴；周至县
英文关键字：	Rural Tourism；Douyin Short Videos；Marketing Communication；Rural Revitalization；Zhouzhi County
中文摘要：	在当前乡村振兴战略的背景下，乡村旅游作为一种重要的产业形态，对于促进乡村经济发展、推动农民增收以及改善乡村生态环境具有不可忽视的作用，抖音短视频凭借其强大的传播力和广泛的用户基础，为乡村旅游的营销传播提供了新的机遇。 本研究聚焦周至县乡村旅游抖音短视频营销的现状与优化策略，旨在探索如何通过抖音短视频平台提升周至县乡村旅游的知名度和影响力，助力乡村全面振兴。周至县作为西安市下辖的一个县，拥有丰富的自然资源、深厚的人文底蕴和独特的特色产品，但在乡村旅游发展方面仍面临诸多挑战。尽管周至县已开通官方抖音账号并发布相关内容，但与乡村旅游发达地区相比，其在抖音短视频内容创作、抖音账号营销传播等方面仍存在明显差距。本研究采用文献研究法、案例分析法和比较研究法，系统梳理了消费者决策过程理论、4P营销组合理论和传播过程5W模型，为研究提供了坚实的理论基础。通过对周至县乡村旅游抖音短视频的内容产出、用户互动、作品时长与深度、创作者影响力等方面的分析，发现周至县在短视频内容创作上存在作品数量少、内容同质化、深度不足等问题；同时，在抖音账号营销传播方面，周至县的账号数量少、粉丝增长缓慢、创作活力不足、商业变现能力弱，难以形成有效的传播力和吸引力。为了提升周至县乡村旅游抖音短视频的营销传播效果，本研究提出了优化策略，在抖音短视频内容创作方面，建议通过建立激励机制、提升创作者专业水平、挖掘特色资源等措施，提升内容产出频率与多样性，增强用户互动与内容吸引力，优化作品时长与深度，提升创作者影响力；在抖音账号营销传播方面，建议增加账号数量与明确各类账号定位，提升粉丝数量与增长速度，增强创作活力与互动效果，提升账号影响力与商业变现能力。 通过以上优化策略的实施，周至县乡村旅游抖音短视频营销传播有望实现从“流量获取”到“价值转化”的跃升，最终为乡村全面振兴注入持续动能。本研究不仅为周至县乡村旅游的可持续发展提供了理论支持和实践指导，也为其他类似地区的乡村旅游发展提供了有益的参考和借鉴。
英文摘要：	Under the current rural revitalization strategy, rural tourism, as an important industrial form, plays an indispensable role in promoting rural economic development, increasing farmers' income, and improving the rural ecological environment. Douyin, with its powerful dissemination capacity and extensive user base, offers new opportunities for the marketing communication of rural tourism. This study focuses on the current status and optimization strategies of Douyin short-video marketing for rural tourism in Zhouzhi County, aiming to explore how to enhance the visibility and influence of rural tourism in Zhouzhi County through the Douyin platform and contribute to the comprehensive revitalization of the countryside. Zhouzhi County, under the jurisdiction of Xi'an City, is rich in natural resources, has a profound cultural heritage, and unique local specialties. However, it still faces many challenges in the development of rural tourism. Although Zhouzhi County has launched an official Douyin account and published relevant content, compared with the developed regions of rural tourism, there are still significant gaps in the creation of Douyin short-video content and account operation. This research employs literature review, case analysis, and comparative study methods to systematically organize the theories of consumer decision-making process, 4P marketing mix, and communication process model, providing a solid theoretical foundation for the study. Through the analysis of the content output, user interaction, duration and depth of works, and the influence of creators of Douyin short-videos for rural tourism in Zhouzhi County, it is found that there are problems such as a small number of works, homogenized content, and insufficient depth in short-video content creation. Meanwhile, in terms of Douyin account marketing communication, there are issues such as a small number of accounts, slow fan growth, insufficient creative vitality, and weak commercial monetization ability, making it difficult to form effective dissemination power and attractiveness. To improve the marketing communication effects of Douyin short-videos for rural tourism in Zhouzhi County, this study proposes optimization strategies. In terms of Douyin short-video content creation, it is suggested to establish incentive mechanisms, enhance the professional level of creators, and explore unique resources to increase the frequency and diversity of content output, enhance user interaction and content attractiveness, optimize the duration and depth of works, and improve the influence of creators. In terms of Douyin account marketing communication, it is recommended to increase the number of accounts and clarify the positioning of different types of accounts, boost the number and growth rate of fans, enhance creative vitality and interactive effects, and improve account influence and commercial monetization ability. Through the implementation of the above optimization strategies, the marketing communication of Douyin short-videos for rural tourism in Zhouzhi County are expected to achieve a leap from "traffic acquisition" to "value transformation," ultimately injecting sustainable momentum into the comprehensive revitalization of the countryside. This study not only provides theoretical support and practical guidance for the sustainable development of rural tourism in Zhouzhi County but also offers valuable references for the development of rural tourism in other similar regions.
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