文旅融合背景下短视频在非遗旅游中的应用研究——以“凤凰古城”为例
Research on the Application of Short Videos in Intangible Cultural Heritage Tourism under the Background of Cultural Tourism Integration—Taking the “Phoenix Ancient City” as an Example

文旅融合背景下，短视频作为一种新兴媒体，对非遗旅游的文化传播、游客体验和市场营销具有显著影响。文章以“凤凰古城”为例，运用SOR理论分析短视频在该地区非遗旅游地中的应用效果。通过对“凤凰古城”的数据分析，发现短视频能有效打破地域限制，提升非遗知名度和影响力，但也存在内容浅表化和商业化过高的问题。基于此，提出了优化短视频推动非遗旅游的策略，包括故事化呈现、高质量视觉内容和增强互动性参与感，以期为非遗旅游的传播策略提供新角度。
In the context of the integration of culture and tourism, short videos, as an emerging media, have a significant impact on the cultural dissemination, tourist experience, and marketing of intangible cultural heritage tourism. The article takes the “Phoenix Ancient City” as an example and uses SOR theory to analyze the application effect of short videos in intangible cultural heritage tourism in the region. Through data analysis of the “Phoenix Ancient City”, it was found that short videos can effectively break geographical limitations, enhance the visibility and influence of intangible cultural heritage, but there are also problems of superficial content and excessive commercialization. Based on this, strategies for optimizing short videos to promote intangible cultural heritage tourism have been proposed, including storytelling presentation, high-quality visual content, and enhancing interactive participation, in order to provide new perspectives for the dissemination strategy of intangible cultural heritage tourism.