短视频话题中非遗的旅游符号建构研究——以抖音话题“非遗文化”为例

Research on the Construction of Tourism Symbols of Intangible Cultural Heritage in Short Video Topics—A Case Study of the “Intangible Cultural Heritage Culture” Topic on Douyin

摘要: 短视频平台的高流量话题已成为塑造文化认知与旅游消费意向的关键场域。本研究以抖音平台“非遗文化”话题为例，聚焦其中非物质文化遗产的旅游符号建构过程。融合符号互动理论与传播仪式观，将高流量话题视为动态的数字化仪式场域，通过扎根理论对1500条相关短视频文本进行三级编码分析。研究发现，非遗主要被建构为“视觉奇观”、“场景化体验”与“人格化故事”三类旅游符号。这一建构过程由平台算法、用户碎片化阅读习惯及多元主体互动共同驱动，呈现出强烈的视觉中心主义与情感化叙事倾向。研究进一步揭示，符号意义在发布者、观看者与评论者的互动网络中持续协商，并形成了“展示–询唤–反馈”的线上营销闭环。然而，高速的符号建构机制也伴生着文化表达浅层化、符号表征同质化以及线上期待与线下体验断层等内在张力。研究表明，高流量话题在提升非遗可见度与旅游吸引力方面效能显著，但在促成深度文化认同与可持续旅游消费方面存在局限。本研究旨在从理论层面揭示数字平台中文化符号的全链条建构机制，并在实践层面为民族地区平衡非遗活态传承与旅游高质量发展提供策略参考。

Abstract: High-traffic topics on short video platforms have become a key field for shaping cultural cognition and tourism consumption intentions. Taking the “Intangible Cultural Heritage Culture” topic on Douyin as an example, this study focuses on the construction process of tourism symbols of intangible cultural heritage (ICH) within it. Integrating symbolic interactionism and the ritual view of communication, this study regards high-traffic topics as dynamic digital ritual fields, and conducts three-level coding analysis on 1,500 relevant short video texts through grounded theory. The research finds that ICH is mainly constructed into three types of tourism symbols: “visual spectacle”, “contextualized experience” and “personalized story”. This construction process is jointly driven by platform algorithms, users’ fragmented reading habits, and interaction among multiple subjects, showing a strong tendency towards visual centralism and emotional narration. The study further reveals that the meaning of symbols is continuously negotiated in the interaction network of publishers, viewers, and commenters, forming an online marketing closed loop of “display-invocation-feedback”. However, the high-speed symbol construction mechanism is accompanied by inherent tensions such as the superficialization of cultural expressions, homogenization of symbolic representation, and the disconnect between online expectations and offline experiences. The research indicates that high-traffic topics are significantly effective in enhancing the visibility and tourism appeal of ICH, but have limitations in promoting in-depth cultural identity and sustainable tourism consumption. This study aims to theoretically reveal the full-chain construction mechanism of cultural symbols in digital platforms, and practically provide strategic references for regions to balance the living inheritance of ICH and the high-quality development of tourism.