Authors: Tianjie Zhang, Tianjin University, Min Wei*, Tianjin University
Topics: Tourism Geography, Cultural Geography, Behavioral Geography
Keywords: cultural heritage sites, destination image, image construction, image perception, short videos
Session Type: Virtual Paper
Presentation File: No File Uploaded
In recent years, the popularity of short videos has changed the way of spreading the image of cultural heritage sites and has also affected tourists' perception of the image of cultural heritage sites. The image of cultural heritage sites presented in short videos attracts potential tourists, and short videos released by tourists who go to travel will attract other potential tourists. In the era of short videos, the hermeneutic circle of representation model used in destination image research under the background of traditional media has encountered new challenges. As the algorithm of mobile short video application improves the efficiency of short video distribution, the cycle of "construction-perception-construction" in this model is greatly accelerated. Will the traditional hermeneutic circle of representation model still be tried in the short video era? The research selected Tianjin, a national historical and cultural city as the research object, and obtained nearly 200 short video data from the popular Tik Tok short video platform. The research uses content analysis and grounded theory to encode short videos, and analyzes the characteristics and correlations of short videos in the three dimensions of content, time and space, as well as the two attributes of cognition and emotion, through the development of measurement tables. The research found that the research case only partially supports the hermeneutic circle of representation model. The multiple construction characteristics of the image of cultural heritage sites in the short video make a single group cycle evolved into a multiple construction cycle involving multiple groups.