乡村旅游地的新媒体营销传播策略与效果研究
Research on Short Video Marketing and Communication Strategies for Rural Tourist Attractions

2023年，中央一号文件指出力争把乡村振兴补助资金用于产业发展的比重提高到60%以上，重点补足技术、设施、营销等短板。随着信息技术的飞速发展和短视频平台的兴起，乡村旅游地迎来了新的营销机遇。本文通过问卷调查和实地调研，以万州区典型旅游地为研究对象，旨在探讨乡村旅游地如何有效利用短视频进行营销传播，通过分析短视频营销传播效果，结合乡村旅游地的资源特色，提出针对性的营销策略，以促进乡村旅游的发展。
In 2023, the No. 1 central document pointed out that we should strive to increase the proportion of rural revitalization subsidies used for industrial development to more than 60%, focusing on making up for technology, facilities, marketing and other weaknesses. With the rapid development of information technology and the rise of short video platforms, rural tourism destinations have ushered in new marketing opportunities. This article focuses on typical tourist destinations in Wanzhou District through questionnaire surveys and field research, aiming to explore how rural tourist destinations can effectively utilize short videos for marketing and communication. By analyzing the marketing and communication effects of short videos and combining them with the resource characteristics of rural tourist destinations, targeted marketing strategies are proposed to promote the development of rural tourism.