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短视频流量经济学:内容与旅游经济的转化密码
Xin Jing Bao· 2025-04-23 02:34
Core Insights - The article discusses the challenge of converting video content into tourism revenue in the era of short videos and influencer cities, questioning the correlation between viral videos and GDP growth [1] - The "New Beijing News Influencer City Potential Report (2025)" analyzes the impact of food and tourism-related video content on tourism economic goals, revealing the transformation mechanism between video content and tourism economy [1][2] Economic Model Analysis - A logarithmic elasticity model was constructed to analyze the impact of various video content indicators and influencers on tourism economy, indicating that interaction and collection metrics are the main positive factors, while views and shares have a negative impact [2][3] - The elasticity coefficient for total tourism revenue is 4.22, indicating significant increasing returns to scale from influencer economy, with interaction metrics showing a high elasticity of 1.19 [3][5] Differentiated Impact on Economic Indicators - The study identifies three significant characteristics in the impact of short video content on different tourism economic indicators, highlighting that while total tourism revenue shows increasing returns to scale, personal consumption is less influenced by video content [5][6] - Interaction quality plays a crucial role, with deep engagement (likes and comments) positively affecting economic conversion, while simple sharing may lead to negative outcomes [5][6] City Classification and Strategy - Cities were categorized based on GDP, revealing that influencer metrics have varying impacts across different city types, with high GDP cities benefiting more from food videos compared to lower GDP cities [7][9] - Economic development cities require a focus on tourism videos and local characteristics to enhance engagement, as reliance solely on food videos may not yield effective conversion [9][12] Recommendations for Marketing Strategies - Different city types should adopt tailored video marketing strategies: high GDP cities should leverage food content, economic large cities should balance various content types, and developing cities should focus on tourism videos [12][13] - The report emphasizes the need for cities to shift from quantity to quality in video content, focusing on user engagement and emotional resonance to convert viewers into tourists [14] Future Trends - The article predicts three major trends in the transformation of video content into tourism economy: a shift from quantity to quality, a move towards personalized marketing strategies, and a focus on value creation rather than mere traffic [14]