短视频视阈下河北伏羲文化旅游品牌形象塑造路径研究

Research on the Path of Shaping the Brand Image of Hebei Fuxi Cultural Tourism under the Perspective of Short Videos

摘要: 在数字化时代，短视频已成为一种重要的信息传播方式，其以短小精悍、易于传播的特点，迅速占据了人们的碎片化时间。随着短视频平台的兴起与普及，其在文化传播和旅游推广中的作用日益凸显。河北伏羲文化，作为中华民族传统文化的重要组成部分，具有深厚的历史底蕴和独特的文化魅力。本研究通过分析短视频的传播特性及其对旅游品牌形象塑造的影响，结合河北伏羲文化的实际情况，提出了针对性的品牌形象塑造策略。研究结果显示，通过短视频平台的精准传播、情感共鸣、互动参与及系列化内容策略，可以有效提升河北伏羲文化旅游品牌的知名度和影响力，为文化旅游产业的可持续发展提供有力支撑。

Abstract: In the digital age, short videos have become an important way of information dissemination. With its characteristics of being short, concise and easy to spread, it has quickly occupied people’s fragmented time. With the rise and popularization of short video platforms, its role in cultural communication and tourism promotion has become increasingly prominent. Hebei Fuxi culture, as an important part of the traditional culture of the Chinese nation, has a profound historical heritage and unique cultural charm. This study analyzes the dissemination characteristics of short videos and their impact on the shaping of tourism brand image, and combines the actual situation of Hebei Fuxi culture to propose targeted brand image shaping strategies. The results show that through the precise dissemination, emotional resonance, interactive participation and serialized content strategies of short video platforms, the popularity and influence of Hebei Fuxi cultural tourism brands can be effectively improved, providing strong support for the sustainable development of the cultural tourism industry.