微短剧赋能文旅营销的优势与优化路径研究

Research on the Advantages and Optimization Paths of Micro-Short Dramas Empowering Cultural and Tourism Marketing

摘要: 2025年国家广电总局推进“微短剧+”行动计划，赋能千行百业，并继续深入组织实施“跟着微短剧去旅行”创作计划。文旅微短剧指的是结合了文旅元素的微短剧，其目的是推动当地旅游业的发展。本文采用案例分析法，案例选取2024年抖音话题播放量TOP 10的文旅微短剧。考察微短剧如何赋能文旅营销以及未来文旅微短剧如何进一步提升。研究得出微短剧对文旅营销的优势有契合当下用户消费偏好、激发用户线下体验的热情、热播剧集激发城市文旅打卡热情。未来文旅微短剧应当充分利用好社交媒体、深挖城市的地域特色以及提高内容质量来促进自身可持续发展。

Abstract: In 2025, the National Radio and Television Administration will promote the “Micro-Short Drama+” action plan, empower thousands of industries, and continue to deeply implement the “Travel with Micro-Short Dramas” creation plan. Cultural and tourism micro-short dramas refer to micro-short dramas that integrate cultural and tourism elements, with the aim of promoting the development of local tourism. This article adopts the case analysis method. The cases are selected from the TOP 10 cultural and tourism micro-short dramas in terms of topic play volume on Douyin in 2024. Explore how micro-short dramas can empower cultural and tourism marketing, and how to further enhance cultural and tourism micro-short dramas in the future. Research shows that the advantages of micro short dramas in cultural and tourism marketing include aligning with current users’ consumption preferences, stimulating their enthusiasm for offline experiences, and popular TV series enhancing the enthusiasm for cultural and tourism check-ups in cities. In the future, cultural and tourism micro-short dramas should make full use of social media, deeply explore the regional characteristics of cities, improve the quality of content, and promote their own sustainable development.