短视频时代的大众文旅生活白皮书

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The short video live streaming platforms have deeply integrated into the public cultural tourism life, creating new landscapes and consumption experiences for the public, thus becoming a new carrier and space for sharing a better life [2] - The rapid development of short video platforms and their deep integration with cultural tourism have restructured the communication ecology of public cultural tourism, promoting the formation of a new pattern in this sector [2] Summary by Sections Development History of Public Cultural Tourism on Short Video Platforms - The period from 2016 to 2017 marked the "germination" phase of short video communication for public cultural tourism, where the transition from traditional media to digital media began with the launch of Douyin [9][10] - The "internet celebrity" phase from 2018 to 2019 saw government accounts entering short video platforms, enhancing the promotion of city images and cultural tourism [12][14] - The "cloud" development phase from 2020 to 2022 highlighted the role of short video platforms in supporting cultural tourism during the pandemic, providing diverse solutions for cultural consumption [18][19] - The "out of the circle" integration phase from 2023 to 2024 emphasizes the rapid monetization of cultural tourism through online communication, enhancing the quality of offline tourism services [22][26] Current Status of Public Cultural Tourism Communication - The short video platforms have enabled a diverse representation of urban cultural tourism, with a significant increase in domestic travel, reaching 4.891 billion trips in 2023, a 93.3% year-on-year increase [26] - The distribution of popular cities on Douyin reflects a balanced representation of urban and rural areas, with significant engagement from both [27][29] Communication Subjects - The communication model has shifted from a top-down approach to a multi-party collaborative model, involving government, influencers, businesses, tourists, and citizens [31] - Government accounts on Douyin have increased significantly, with 2,534 national cultural tourism accounts by the end of Q1 2024, enhancing city visibility [32][33] Communication Content - The content of public cultural tourism has evolved to include four main themes: traditional culture, festive activities, local cuisine, and local people [39] - The popularity of traditional culture has surged, with a notable increase in the number of creators focusing on intangible cultural heritage, reflecting a 72% year-on-year growth in creators under 30 [40][41]