微短剧赋能地方文旅的传播机制与优化路径——以系列微短剧《我的归途有风》为例

Communication Mechanism and Optimization Path of Micro-Short Dramas Empowering Local Cultural Tourism—A Case Study of the Series The Wind of Journey

摘要: 在数字时代与文旅融合发展的双重背景下，微短剧凭借其“短小精悍、传播力强”的媒介特性，成为推动地方文旅发展的新兴力量。文章以现象级作品《我的归途有风》系列为主要案例，结合国家“跟着微短剧去旅行”创作计划，系统探讨微短剧赋能地方文旅的内在作用机制、整合传播模式、核心价值体现与未来优化路径。研究发现，其内在机制根植于“情感共振–场景构建–产业联动”的深度耦合；其传播模式遵循“内容–情感–场景–行为”的递进逻辑；其在文化传承创新与文旅产业发展层面展现出显著价值。最终，文章从创作、传播、产业、品牌四个维度提出优化策略，以期为微短剧与地方文旅的高质量融合发展提供理论参考与实践指引。

Abstract: In the context of the digital media era and the accelerated integration of culture and tourism, micro-short dramas have emerged as an innovative communication form characterized by concise narratives, high emotional intensity, and strong dissemination capacity. These features enable them to play an increasingly important role in promoting local cultural tourism. Taking the phenomenon-level micro-short drama series as a representative case and incorporating the national “Travel with Micro-Short Dramas” initiative, this study systematically examines the internal communication mechanism, integrated dissemination model, core value, and optimization strategies of micro-short dramas in empowering local cultural tourism. The findings reveal that its underlying mechanism is rooted in the deep coupling of emotional resonance, scene construction, and industrial linkage, forming an organic communication chain. Its dissemination logic follows a progressive path of “content - emotion - scene - behavior,” effectively transforming audience engagement into tourism motivation and real-world action. Furthermore, micro-short dramas demonstrate significant value in promoting cultural inheritance and innovation, enhancing destination visibility, and stimulating the coordinated development of cultural and tourism industries. Based on these findings, this study proposes optimization strategies from four dimensions—content creation, communication strategy, industrial integration, and brand building—to facilitate the high-quality integration of micro-short dramas and local cultural tourism, providing both theoretical insights and practical guidance for future development.