抖音平台房琪kiki旅游短视频情感传播策略研究

A Study on the Emotional Communication Strategies of Fang Qi kiki’s Travel Short Videos on Douyin

摘要: 在社交媒体时代，旅游短视频已发展成为影响旅游目的地形象建构与游客决策行为的关键媒介形式。其传播效果的实现，日益依赖于内容生产者与受众之间的情感互动与意义共建。抖音平台头部旅游创作者房琪kiki的短视频通过情感唤起、情感渗透和情感共鸣三大策略，成功实现了与观众的情感连接。通过背景音乐、影视片段和对话互动，唤起观众的情感反应；借助细节刻画、叙事节奏控制和情感化语言表达，深化观众的情感体验；通过挖掘城市符号、共情大众经历和传递治愈哲思，构建群体共情与情感认同。房琪kiki的情感传播策略有助于深入探究旅游短视频在旅游发展中的作用机制与影响路径，也为旅游目的地的品牌建构与可持续发展提供了实践启示。

Abstract: In the era of social media, travel short videos have emerged as a crucial medium that significantly influences the image construction of tourist destinations and the decision-making of tourists. The effectiveness of these videos increasingly relies on the emotional interaction and meaning co-creation between content producers and their audiences. Fang Qi kiki, a leading travel Key Opinion Leader (KOL) on Douyin, has successfully established emotional connections with her audience through three key strategies: emotional evocation, emotional immersion, and emotional resonance. She elicits emotional responses by leveraging background music, film and television footage, and interactive dialogues. Through detail portrayal, precise narrative rhythm control, and expressive language, she deepens the audience’s emotional experiences. Furthermore, she constructs collective empathy and emotional identification by excavating cultural symbols of cities, empathizing with the common experiences of the public, and conveying optimistic philosophical insights. Fang Qi kiki’s emotional communication strategies are instrumental in delving into the mechanisms through which short videos impact tourism development. The findings also offer practical implications for destination branding and sustainable tourism development.