短视频营销对游客文创产品购买意愿的影响研究——以南京钟山风景区为例

Research on the Impact of Short Video Marketing on Tourists’ Purchase Intention for Cultural and Creative Products—Taking Nanjing Zhongshan Scenic Area as an Example

摘要: 在文旅数字化与短视频营销深度融合的背景下，本研究以南京钟山风景区为案例，探讨短视频营销对游客文创产品购买意愿的影响机制。通过文献分析、案例研究与实证调研，系统梳理钟山风景区文创产品短视频营销的现状、问题及优化策略。研究发现，当前景区短视频营销呈现内容形式多元化、平台策略差异化、技术应用赋能生产等特征，但存在内容同质化严重、文化内涵挖掘表层化、技术应用浮于表面导致沉浸体验不足、用户互动浅层化与社群运营缺失、供应链响应滞后制约爆款产能、数据监测体系不完善导致策略调整滞后等核心问题。针对上述痛点，本研究提出三大优化路径：一是以文化深度挖掘为核心，通过创意内容重构文创产品的叙事逻辑，提升内容差异化竞争力；二是聚焦文创产品与景区文化的深度融合，结合AR/VR等技术打造沉浸式体验场景，强化用户情感共鸣；三是构建“官方账号 + 多业态主体 + KOL”的短视频传播矩阵，完善供应链协同机制与数据监测体系，实现从流量获取到消费转化的全链条闭环。本研究不仅为钟山风景区文创产品短视频营销提供了理论指导与实践方案，也为同类景区探索“文化 + 科技 + 消费”融合模式提供了可复制的参考范式。

Abstract: Under the background of the deep integration of cultural tourism digitalization and short video marketing, this study takes Nanjing Zhongshan Scenic Area as a case to explore the influence mechanism of short video marketing on tourists’ willingness to purchase cultural and creative products. Through literature analysis, case studies, and empirical research, this paper systematically sorts out the current situation, problems, and optimization strategies of short video marketing of cultural and creative products in Zhongshan Scenic Area. The research finds that the current short video marketing in the scenic area presents characteristics such as diversified content forms, differentiated platform strategies, and technology application empowerment of production. However, there are core problems such as serious content homogenization, superficial cultural connotation mining, surface-level technology application leading to insufficient immersive experience, shallow user interaction, and lack of community operation, lagging supply chain response restricting the production of best-selling products, and an incomplete data monitoring system resulting in lagging strategy adjustment. In response to the above pain points, this study proposes three optimization paths: first, taking in-depth cultural exploration as the core, reconstructing the narrative logic of cultural and creative products through creative content to enhance the competitiveness of content differentiation; second, focusing on the deep integration of cultural and creative products and scenic area culture, and creating immersive experience scenarios by combining AR/VR and other technologies to strengthen user emotional resonance; third, building a short video dissemination matrix of “official accounts + multiple business entities + KOLs”, improving the supply chain coordination mechanism and data monitoring system, and achieving a full chain closed loop from traffic acquisition to consumption conversion. This study not only provides theoretical guidance and practical solutions for the short video marketing of cultural and creative products in Zhongshan Scenic Area, but also offers a replicable reference model for similar scenic areas to explore the integration mode of “culture + technology + consumption”.