题短视频对重庆旅游策略的应用研究摘要在互联网迅速发展的今天，许多事物都以短视频为纽带将人、事、物联系在一起。在这样的大环境下，“互联网+”的旅游模式也在如火如茶的进行，这样的模式具备中心化，可行性及舆情价值。短视频是近年来呈现的一种全新的媒体模式，具有时间短，内容碎片化的特点，它的出现打破了传统的旅游模式，为城市旅游宣传提供了更多元化、更便利的渠道。短视频平台，拥有强大的用户群体，据统计，目前短视频用户规模已超过6.27亿，其中25岁以下用户占总用户量的56%，35岁以下占用户量的79%,拥有庞大的年轻用户群体。这部分用户群体易于接受新鲜事物，敢于尝试和体验，这也使得人们一拍就有可能获得上万的点击率，带来了“网红”效应，捧红了一大批网红产品。本文以短视频媒体旅游营销的理论与实际案例为基础，结合重庆短视频旅游营销的现状以及实践分析这种新型旅游营销的优势与不足，进而给出合理化的建议和对策，希望对当前城市旅游的营销提供借鉴意义，为城市文化的传播提供新的发展契机。关键词：短视频：城市旅游：城市营销：重庆AbstractToday,with the rapid development of the Internet,many things have been transmittedby short video to connect people,things and things.Under such a big environment,the"internet plus"tourism mode is also in full swing.This mode has the value of centralization,feasibility and public opinion.Short video is a brand-new form of media in recent years.Ithas the characteristics of short time and fragmented content.Its appearance has broken thetraditional way of tourism and provided more diversified and convenient channels for urbantourism publicity.The short video platform has a strong user base.According to statistics,the current number of short video users has exceeded 627 million,of which 56%are under25 years old and 79%are under 35 years old.It has a large young user base.This part ofthe user group is easy to accept new things and dares to try and experience,which alsomakes it possible for people to get tens of thousands of hits in one shot,bringing about the"net red"effect and winning a large number of net red products.Based on the theory and practical cases of short video media tourism marketing,thispaper analyzes the advantages and disadvantages of this new type of tourism marketing incombination with the current situation and practice of Chongqing short video tourismmarketing,and then puts forward reasonable suggestions and countermeasures,hoping toprovide reference for the current urban tourism marketing and a new developmentopportunity for the spread of city image.Keywords:short video;Urban tourism;Urban marketing;Chongqing目录摘要2Abstract第一章绪论…51.2研究的目的及意义51.3研究内容1.4研究基础理论与方法6第二章新媒体环境短视频与城市旅游营销概述72.1短视频的概念2.2短视频的特点及传播属性群…2.3城市旅游营销的概念，意义与价值…8第三章短视频与城市旅游营销实践案例…3.1西安“摔碗酒”83.2基于旅游市场营销组合要素视角的案例分析93.3启示9第四章重庆旅游营销分析…4.1短视频旅游营销现状…4.2重庆短视频旅游营销现状…4.3短视频中重庆旅游营销的内容4.4重庆旅游营销优势分析…4.5重庆短视频营销案例…第五章重庆短视频旅游营销存在的问题…125.1视频内容不够优质5.2采编人员身份单一5.3共生机制没有建立5.4政府在新媒体对城市旅游方面的宜传关注度低第六章重庆短视频旅游营销的发展建议136.1提高视频内容品质，体现短视频形式的优势6.2丰富视频内容，让游客有全面了解…63重视体验营销，通过游客参与，提高对产品的认知.6.4政府提高对新媒体环境下当地旅游营销的关注度第七章总结与展望…147.总结…7.2展望…第八章参考文献…