旅游短视频中的城市品牌营销分析

City Brand Marketing through Travel Short Videos

摘要: 随着短视频平台的迅速发展，旅游与短视频结合逐渐成为旅游产业增长的重要路径。旅游短视频让许多城市不断“出圈”，收货大量流量与经济效益。本研究从SIPS品牌营销模型出发，研究旅游短视频中的城市品牌营销策略。研究发现，用户借助旅游短视频感知、识别旅游城市，并通过发布视频、发表评论参与城市品牌构建，互动与场景裂变传播是城市旅游的重要营销策略。旅游短视频为城市形象传播提供了契机，但同时也要警惕虚拟与实际的落差、本土与外来的冲突、短期爆火与持续性繁荣等问题。

Abstract: With the rapid expansion of short-video platforms, the integration of tourism and short videos has become a major route for industry growth. Travel short videos repeatedly propel cities into the spotlight, generating high traffic and measurable economic gains. Guided by the SIPS brand-marketing model, this study analyzes city-brand strategies within travel short videos. Findings show that users first perceive and recognize a tourist city through these clips, then co-create the city brand by uploading their own videos and posting comments; interaction and scene-based viral diffusion are therefore central marketing tactics for urban tourism. While travel short videos open new opportunities for place-image communication, attention must be paid to gaps between the virtual and the real, tensions between insiders and outsiders, and the risk that sudden popularity may not turn into lasting prosperity.