Impact of Short Video Marketing on Tourist Destination Perception in the Post-pandemic Era

Han Chen (), Xiaowei Wu and Yiyao Zhang
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Han Chen: School of History, Culture and Tourism, Huaiyin Normal University, Huai’an 223300, China
Xiaowei Wu: School of History, Culture and Tourism, Huaiyin Normal University, Huai’an 223300, China
Yiyao Zhang: School of History, Culture and Tourism, Huaiyin Normal University, Huai’an 223300, China

Sustainability, 2023, vol. 15, issue 13, 1-15

Abstract: The COVID-19 pandemic has had a huge impact on the world’s social development, especially tourism development, and has also spurred the industry to update its marketing model. In the post-pandemic era, traditional offline marketing cannot meet the needs of the industry and tourists, highlighting the urgent need to change marketing methods. Short video social media platforms, represented by Douyin, have become an important means for short video marketing and tourism destination marketing. This study aimed to analyze the impact of short video marketing on tourist destination perception in the post-pandemic era. The study collected comments on short videos on Douyin about the theme park Xiyou Paradise using crawler software (version 8.6.2). The ROST CM6 software (version 6.0) was used for word frequency, social network semantics, and sentiment analysis of the crawled data. The results revealed shortcomings in short video content and short video marketing effects, for which the study proposed solutions. The findings are expected to provide suggestions for tourism destination marketing and enrich the research on tourism short video marketing.

Keywords: COVID-19; short video marketing; Douyin; tourism destination marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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