Abstract
Short video has become one of the important tourism marketing media in the era of mobile internet. Taking Xixianan village, Huangshan City, Anhui Province as an example, this study selects one agency-generated video (AGV) and one user-generated video (UGV) as research materials, and adopts content analysis method to analyze the content theme and structure difference of two videos on tourism image representation of Xixinan. It is found that differences exist in content structure of visual representation of tourism image of Xixinan between the two short videos. AGV focuses on the comprehensive representation of natural, cultural, folk and other attractive elements of Xixinan, while UGV lays emphasis on the representation of detailed elements such as tourist experience. When producing short videos, destination marketing organizations need to take into account the representation of tourist experience elements, and promote AGV and UGV to play their respective positive effects in tourism image promotion.
Highlights
Shaping a good destination image is an important way to attract tourists, and it is a very important marketing strategy for Destination Marketing Organization (DMO).Along with the development of modern science and technology, especially the internet has had a profound impact on the destination image, this influence has attracted great attention from tourism marketing organizations and tourism researchers(Cho, et al, 2002; Law, et al.,2014; Smith et al, 2015; Molinillo,et al.,2018) [11-14]
More and more tourists will watch various online travel photos or videos uploaded by enterprises, public institutions or other tourists, to get some information about the destination’s tourist attractions, accommodations, facilities and services, among these visual media materials, travel videos provide potential tourists with effective sensory stimulation, provoke their imagination, and provide a virtual audiovisual sensory experience and communicate the travel information provided by professionals organization or other tourists (Chiou, etal., 2008; Vries, et al, 2012) [16-17]
The significance of this study is as the followings: (1) In theory, this study focuses on the content analysis of the visual representation of tourism destination video, which promotes the visual representation of tourism image from the study of paper materials to the video materials
Summary
The importance of image in the tourism development of a place is reflected by the sustainable academic interest from 1970’s to the present. Various forms of visual media, such as travel photos, travel videos, and travel movies and television series have been widely used in tourism image promotion to show the actual situation of the destination attractions and services, to project the destination image to the potential tourists (Garrod, 2009) [15], and further to stimulate people’s travelling interest and attract people’s attention on the images or video objects, i.e. the tourism destinations. Some research showed that tourism movies and videos can help to create good destination image (Alvarez and Campo, 2011) [18], and to motivate the travel intention of the potential tourists (Kim, et al, 2018) [19], The video marketing of tourism image is becoming one of the most common DMO’s marketing strategies
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