新媒体时代红色旅游在大学生群体中的传播策略研究
Research on the Communication Strategies of Red Tourism among College Students in the New Media Era

在新媒体技术深刻改变信息传播格局的背景下，本研究聚焦红色旅游在大学生群体中的传播效能提升问题。通过全国20所高校的500份有效问卷、12个红色景区的传播数据监测以及延安等地的实证案例分析，发现当前传播存在内容转译失语、渠道适配错位、情感共鸣不足三大核心问题。研究提出“青年话语重构——场景化传播——参与式互动”三位一体的传播模型，结合AR剧本杀、UP主共创等创新形式，构建起“触达——互动——认同”的传播闭环。数据显示，采用新策略的景区大学生到访率平均提升27.3%，社交平台二次传播量增长4.8倍，为红色文化的代际传承提供了可复制的实践路径。
Under the background of new media technology profoundly changing the pattern of information communication, this research focuses on the improvement of the communication efficiency of red tourism among college students. Through 500 valid questionnaires from 20 universities, the communication data monitoring of 12 red scenic spots and the analysis of empirical cases in Yan’an and other places, it is found that there are three core problems in the current communication: content translation, misplaced channel adaptation, and insufficient emotional resonance. The paper puts forward the trinity communication model of “youth discourse reconstruction—scenario-based communication—participatory interaction”, combined with innovative forms such as AR script killing and UP master co-creation, to build the “touch—interactive—Identification” communication closed loop. Data show that the visiting rate of college students in scenic spots using the new strategy increased by 27.3% on average, and the amount of secondary transmission on social platforms increased by 4.8 times, providing a replicable practical path for the intergenerational inheritance of red culture.