在流量竞争激烈、内容同质化明显的当下，镇江文旅直播并未简单停留在"展示风景"，而是通过对资源 整合方式与传播路径的重构，逐步实现从"被看见"到"被选择"的转变。 镇江文旅直播入选省级优秀案例 账号协同，探索文旅直播"镇江路径" 观察镇江文旅直播的运营逻辑，一个显著特点是双账号协同运行。2025年起，镇江文旅集团系统搭建起 以"镇畅游"和"嗨！镇江"为核心的直播矩阵，形成分工清晰、相互引流的传播结构。 扬子晚报网12月26日讯（通讯员 纪安璐 记者 姜天圣）当文旅消费不断向线上迁移，一座城市如何在屏 幕另一端被"看见"，并进一步被"选择"，成为不少地方文旅探索的共同课题。 日前，"2024—2025江苏文旅消费热力观察"优秀案例名单公布，镇江文化旅游产业集团申报的"慢享生 活 来镇畅游"文旅直播间项目，入选"传播热事件"领域优秀案例，为这一问题提供了一个来自镇江的答 案。 其中，"镇畅游"更像一张线上"文旅服务台"，围绕游客实际需求，将景区门票、水上游船、酒店住宿、 特色餐饮、旅游年卡及文创产品等资源集中呈现，解决"怎么玩、住哪儿、怎么安排"的问题；"嗨！镇 江"则更偏向内容传播端口，借助赛事、节庆等热点节点， ...

Core Insights - The event "Changyouji - Qixi Special Live Broadcast" by China United Airlines on Douyin showcased Wenzhou's night tourism, intangible cultural heritage, and scenic beauty, attracting nationwide online participation [1][2] - The live broadcast featured immersive experiences, including local cuisine and cultural performances, enhancing audience engagement and promoting Wenzhou's diverse attractions [1][2] Group 1: Event Highlights - The first live broadcast focused on the Ouhai River night tour, presenting a four-dimensional experience of food, appreciation, travel, and entertainment [1] - Traditional Wenzhou snacks were highlighted, such as lantern cake and nine-layer cake, which not only appealed to viewers' appetites but also conveyed cultural significance [1] - The broadcast captured stunning night views of Wenzhou, with audience comments expressing admiration for the city's beauty [1] Group 2: Engagement and Promotions - The second day of the live broadcast shifted to the iconic Yandang Mountain, featuring the popular "Cliff Coffee" spot, blending natural scenery with leisure activities [2] - During the live stream, China United Airlines offered ticket benefits, further stimulating viewer interest and participation [2] - The initiative effectively reached a national audience, promoting Wenzhou's tourism economy and cultural heritage while supporting high-quality development in the cultural tourism industry [2]