抖音短视频中安徽旅游形象的建构和传播研究OA

This research takes the"Anhui Culture and Tourism"government Douyin account as the research object,uses Python crawlers to obtain 130 short videos with high popularity,uses grounded theory to code and analyze their themes,extracts three core categories of symbol content creation,interactive communication mechanism,and govern-ment market collaboration,and based on the theory of interactive ritual chain,a tourism image construction and com-munication model was proposed.The research found that the"Anhui Culture and Tourism"government Douyin ac-count promoted the spiral construction of Anhui tourism image in the continuous interaction of cognitive enhance-ment and emotional identity through the synergy of content innovation,emotional driving force,algorithm driving force and resource integration force,thus enhancing the online communication effect and offline consumption conver-sion rate.Therefore,research suggests strengthening content creativity and symbol recognition,deepening emotional communication and user connection,optimizing interaction mechanisms and operational strategies,strengthening the foundation of government trust and resource integration,in order to provide practical reference for the dissemination of governmental tourism short videos.