微短剧赋能文旅营销路径探析

Analysis of the Empowerment Path of Micro-Short Dramas in Cultural Tourism Marketing

摘要: 微短剧作为新兴内容形态，凭借轻量化叙事与强情感张力，成为文旅营销的新型载体。本文以国家广电总局“跟着微短剧去旅行”计划为背景，基于叙事传输理论与“地方”理论，解析微短剧赋能文旅营销的路径机制。研究发现，微短剧通过意象生成、认知设置、情感触发三重叙事传输，构建受众对目的地的心理联结；并依托“地方”宏观规划层的意象建构、实施策略层的体验转化、价值层的长效沉淀，形成从流量到留量的完整链路。同时，当前文旅微短剧面临内容同质化、流量转化效率不均、长效传播机制缺失等困境。研究为文旅目的地借助微短剧实现破圈传播与产业升级提供理论参考与实践路径。

Abstract: As an emerging form of content, micro-short dramas have become a new vehicle for cultural tourism marketing by leveraging lightweight storytelling and strong emotional appeal. Against the backdrop of the National Radio and Television Administration’s “Follow Micro-Short Dramas to Travel” initiative, this study draws on narrative transportation theory and place theory to analyze the mechanisms through which micro-short dramas empower cultural tourism marketing. The research finds that micro-short dramas establish a psychological connection between audiences and destinations through three narrative transportation dimensions: image generation, cognitive framing, and emotional triggering. Furthermore, by relying on the image construction at the “place” macro-planning level, experience transformation at the implementation strategy level, and long-term value sedimentation at the value level, they form a complete pathway from attracting traffic to retaining sustained engagement. However, current cultural tourism micro-short dramas face challenges such as content homogenization, uneven traffic conversion efficiency, and a lack of mechanisms for long-term communication. This study provides theoretical insights and practical pathways for cultural tourism destinations to achieve breakthrough communication and industrial upgrading through micro-short dramas.