袁雨晴、王金鹏：抖音生活服务赋能大连文旅，流量变现促进实体消费

Core Insights - The report from Tsinghua University highlights how Douyin's life services are effectively converting short video and live streaming traffic into offline consumer footfall and spending, significantly boosting Dalian's cultural and tourism industry development [1][4]. Douyin's Innovative Model - Douyin's innovations in platform integration and visual storytelling provide users with a new experience, achieving over 600 million daily active users by June 2021 [3]. - Dalian, a northern Chinese port city, is leveraging short video live streaming as a new engine for tourism consumption, with over 270 million short videos generating 13.9 billion likes and 6.41 million visitors checking in by July 2025 [4]. Multi-Model Consumption Transformation - Douyin is driving various consumption models in Dalian's tourism sector, revitalizing traditional attractions and enhancing user engagement through local IP development and immersive experiences [5]. - For instance, Dalian Forest Zoo has successfully connected online users with offline experiences, significantly increasing venue visibility and ticket sales [5]. - Dalian Shengya Ocean World utilized a 12-hour live broadcast to achieve over 1 million views and sales exceeding 1.5 million yuan in group purchases, showcasing effective conversion from interest to sales [5]. Efficient Promotion of Local Cuisine - Local delicacies, such as sea urchin dumplings, have seen significant sales through Douyin live streaming, with single live sessions generating 400,000 to 500,000 yuan in GMV, contributing 15%-30% to seasonal revenue [8]. - Hotels are also benefiting from Douyin's services, with the Dongquan Holiday Hot Spring Hotel reporting a 10% increase in group purchase orders and sales reaching 190,000 yuan in just 10 hours during its first broadcast [8]. Collaborative Pathways for Tourism Development - The report emphasizes the need for multi-party collaboration to achieve high-quality development in Dalian's tourism sector, focusing on digital resource management and seasonal balance [9]. - Douyin's role as a key driver of traffic for Dalian's tourism is highlighted, with a call for innovative cooperation and interaction to explore new growth dynamics in the tourism industry [9].