文旅新媒体在抖音短视频平台中的情绪营销分析——以淄博烧烤事件为例

Analysis of Cultural and Tourism New Media’s Emotional Marketing in TikTok Short Video Platforms—Taking the Zibo Barbecue Incident as an Example

摘要: 在疫情背景下，文旅新媒体在抖音平台上的情绪营销作用逐渐显著。抖音平台凭借其庞大的用户基数和个性化推荐算法，为文旅营销提供了广阔的空间。淄博烧烤通过情感共鸣和持续互动，展现了情绪营销的长尾效应。通过对文旅营销的背景、模式及内容创新，情绪营销的意义及产生行动的探讨，并根据淄博政府公开数据，了解其2016年至2022年旅游总收入情况。对选取视频评论区进行爬取，结合心理学家对情绪的分类对评论进行打标分类，并制作词云图。最后对“文旅营销 + 情绪营销”的模式进行了总结和展望。

Abstract: Against the backdrop of the epidemic, the role of cultural and tourism new media in emotional marketing on the TikTok platform has gradually become significant. The TikTok platform provides a broad space for cultural and tourism marketing by virtue of its large user base and personalized recommendation algorithm. Zibo barbecue shows the long-tail effect of emotional marketing through emotional resonance and continuous interaction. By exploring the background, mode and content innovation of cultural and tourism marketing and the significance of emotional marketing and generating actions, the total tourism revenue of Zibo from 2016 to 2022 is understood based on the public data of Zibo government. The comment area of the selected video is crawled, and the comments are tagged and categorized by combining the psychologist’s classification of emotions, and a word cloud map is produced. Finally, the model of “cultural and tourism marketing + emotional marketing” is summarized and prospected.