目录
摘要 II
关键词 II
Abstract Ⅲ
引言
一、引言 1
（一）研究背景 1
（二）研究目的和意义 1
（三）国内外研究现状 2
二、新媒体环境短视频与城市旅游营销概述 4
（一）短视频的概念界定 4
（二）短视频的特点与传播属性 4
（三）城市旅游营销的概念界定 5
三、“抖音”短视频在南京城市旅游营销中的应用现状分析 7
（一）“抖音”短视频在南京市旅游营销中的应用现状 7
（二）南京“抖音”短视频城市旅游营销优势分析 10
（三）南京“抖音”短视频进行城市旅游营销存在的问题 10
四、“抖音”短视频城市旅游营销的建议 12
（一）重视“抖音”短视频内容的审核 12
（二）强化舆论的引导 12
（三）加强对于城市旅游资源的整合 13
（四）实现传播方式的灵活应用 13
五、结论 14
参考文献 15
附录“抖音”短视频在南京市旅游营销中的应用现状调查问卷 16
致谢 18
表1 南京市民获取城市旅游营销信息的渠道 7
表2 影响南京市民对抖音上城市旅游营销内容真实性的感知的变量设定 8
表3 模型回归结果 9
“抖音短视频”在城市旅游营销中的应用研究—以南京为例
摘 要
随着互联网+概念的快速崛起，这一新兴事物对传统行业的冲击已经成为无法逆转的趋势。在此背景下，互联网+已经成为各行各业争相研究的热门课题。“抖音”正是在此大环境下应运而生，它的出现成为了自媒体时代的一个重要标志。通过“抖音”，不仅可以分享生活的点滴，也可以分享美丽的风景，让人们的生活更加丰富多彩。可以说“抖音”的出现，促进了各行各业的发展和变革。其中，就包括城市旅游的发展，通过抖音的分享，让城市文化得以快速宣传，让城市的特色更加鲜活立体。正因如此，抖音也快速成为各种城市旅游争相推崇的重要宣传手段。基于这一背景，本文通过文献研究法、问卷调查、 *51今日免费论文网|www.51jrft.com +Q: @351916072@ 
访谈法等研究了“短”视频在新媒体环境下的营销意义，并以南京市为例，分析了其在抖动方面的优势和存在的问题，通过调查研究发现“抖音”短视频在南京市城市旅游营销中发挥着积极作用，但是同时也存在着一些问题，具体包括内容凌乱审核不足、舆论引导能力弱、传播方式重视度不足及城市旅游资源整合不足等问题，提出了重视宣传资料内容的审查，加强舆论导向的指引，灵活运用传播形式加强资源整合。希望本论文能为城市旅游行业的发展提供帮助，为城市旅游宣传和城市形象的树立提供思考。
RESEAR ON THE APPLICATION OF "DOUYIN SHORT VIDEO " INCITY TOURISM MARKETING——TAKE NANJINGAS AN EXAMPLE
ABSTRACT
With the rapid rise of the concept of Internet +, the impact of this emerging thing on the traditional industry has become an irreversible trend. In this context, Internet + has become a hot research topic in all walks of life. "Douyin" came into being in this environment, and its emergence has become an important symbol of the era of we media. Through"Douyin", you can share not only the details of your life, but also the beautiful scenery, making peoples life more colorful. It can be said that the emergence of "Douyin" has promoted the development and reform of all walks of life. Among them, the development of urban tourism is included. Through Douyins sharing, the urban culture can be quickly publicized and the characteristics of the city become more vivid and threedimensional. As a result, "Douyin" has quickly become an important means of publicity for various urban tourism groups. Based on this background, this article through the literature research, questionnaire and interview method to study the "short" video marketing significance in the new media environment, taking Nanjing city as an example, analyzes its advantages and existing problems of the jitter, through investigation and study found "trill" short video in Nanjing city tourism marketing plays a positive role, but at the same time it still has some problems, including insufficient content messy audit, public opinion guiding ability weak, mode of transmission, attaches great importance to the problems such as insufficient degree and urban tourism resources integration, puts forward the emphasis on publicity materials content, strengthen the guidance of public opinion direction, Flexible use of communication forms to strengthen the integration of resources. It is hoped that this paper can provide help for the development of urban tourism industry and provide thinking for the promotion of urban tourism and the establishment of urban image.

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