New Model of Shaping Urban Cultural Tourism IP Based on Short Video Platforms

Abstract

Urban cultural tourism is a kind of tourism that combines the regional tourism resources of the city and the unique culture of the local area. Moreover, with the constant development and progress of local cities, urban cultural tourism has become a new trend in urban development. The diversification of urban cultural tourism intellectual property (IP) aligns with cities' sustainable and innovative development. Additionally, as one of the hottest and newest ways of communication, short videos have seen a surge in recent years due to their low production cost, fast communication speed, diversified content, and large scale of users. The rapid development of short video platforms such as TikTok, Quick Worker, etc., has led to an explosive growth of short video users in China; short video platforms have become the new media for city image communication. However, using short video platforms to shape the urban culture tourism IP must pay attention to the communication strategy. The short video content should not only closely follow the positioning of the city's image, but also vividly show the cultural connotation of the city, thus constructing a multiple subject of the creation and communication of the short video.