Today, with the rapid development of the Internet, new media, especially short videos, have provided new assistance for the building of city cultural and tourism brands and tourism images. Under the traction of traffic dividends, short videos have created phenomenon-level "online red cities" and "popular clock-in places", becoming an important channel for the dissemination of city tourism images.

Unique Advantages of 1. Short Video to Help City Tourism Image Spread

One is a broader audience. The 51st "Statistical Report on the Development of China's Internet" by the China Internet Network Information Center (CNNIC) shows that as of December 2022, the number of short video users in my country has reached 1.012 billion, and the average daily usage time of users exceeds 2.5 hours. The user scale and user stickiness of the short video drive the spread of the city tourism image on the fingertips. Two is the expression form more three-dimensional. Benefiting from the simple production, fast upload, rapid dissemination and strong social attributes of short videos, the city image has undergone great changes in the main body, content and mode of dissemination. Relying on the vertical screen immersive viewing structure and the fragmented transmission mode of the scene, the production practice of short video users expands the multidimensionality of the urban landscape and enriches the writing mode of the city image. Third, the dissemination of information is more accurate. With the help of big data algorithm technology, user habits, content and interest preferences are subdivided, and short videos such as urban landscape, architectural layout, spiritual outlook and cultural characteristics are accurately recommended for users. The focus of attention brought by algorithm recommendation helps to stimulate viewers' interest in tourism and further trigger tourism behavior.

Practical Exploration of 2. Short Video to Help City Tourism Image Spread

Zibo, (I): Aggregate traffic with original UGC. In March this year, Zibo became an online red city with the help of short video traffic. Related topics and videos such as "organizing a group to eat barbecue in Zibo" occupied the hot search lists of major platforms, and the spread of heat remained high. Short videos about Zibo are mostly created by UGC (user-produced content). Users deeply participate in content production for value creation. The unique visual impact and moving fireworks of Zibo Barbecue are recorded with cameras, and they are continuously spread and spread under the recommendation of algorithms. The huge amount of sharing by netizens, seamless interactive settings and abundant social clues have led to a variety of social topics, such as "Zibo mung bean cake uncle", "barbecue chubby grumpy shout" and "charcoal roasted brother blackened. Relying on the original UGC, creativity and inspiration are fully surging on the short video platform, providing a steady stream of content support and the most extensive way of expression for Zibo Wenlv. The Zibo Municipal Government took advantage of the situation and introduced a number of policies to ensure the travel experience of tourists, and constructed a city image of Zibo with government, people, and hospitality in the digital public space.

Luoyang, (II): Power mobile end spread. In recent years, Luoyang adheres to the working idea of "subversive creativity, immersive experience, young consumption and mobile communication", and has achieved remarkable results. From "Tang Palace Banquet" to "Luoshen Water Fu", from "Come on! Luoyang" to "The Wind Rises Luoyang", a number of cultural tours, cultural explosion IP so that Luoyang frequently "out of the circle". Luoyang has made great efforts in mobile communication, taking mobile as the main communication platform, short video as the main communication carrier, combining creative content with network communication, and using new media such as youth discourse system and short video to form hot topics and promote efficient drainage. On the tremolo platform, "Luoyang Hanfu" is very popular. The clocked-in places where Hanfu continues to be welcomed by the list of tremolo.# always comes to Luoyang to wear Hanfu.# has a total broadcast volume of more than 84.65 million times.# Luoyang Hanfu has more than 0.31 billion times. Tourists put on Hanfu to immerse themselves in the cultural charm of the ancient capital. Historical attractions such as the site of Yingtianmen, Jiuzhou Pool and Lijingmen in Sui City in the Sui and Tang Dynasty have become the new coordinates in short videos. Luoyang shows the charm of the ancient city through mobile communication, attracting young people to come and help build a youth-friendly city.

(III) Xi'an: Strategic cooperation with the platform. Since 2018, Xi 'an tourism department has carried out full cooperation with tremolo, and has carried out all-round packaging promotion to Xi 'an through tremolo expert's in-depth experience and tremolo version of city short films. On the tremolo platform, Xi 'an has seen a lot of explosions, from "bowl-throwing wine", "brush crisp", "tumbler sister" and "Chang 'an 12 hours" to this year's "prosperous Tang secret box". these explosive IP not only promotes the spread of the city's tourism image, but also stimulates tourists' desire to share actively because of their novel form and strong interest. Relying on the short video social platform, Xi'an's characteristic cultural tourism field has continuously spawned new growth points of cultural tourism consumption, and achieved fission-type communication in a short period of time, gaining high attention and strong influence.

Effective Strategies of Urban Tourism Image Communication from the Perspective of 3. Short Video

(I) multiple synergies to jointly build the image of urban tourism. First, the government to guide, do a good job of top-level design. The government plays a good role as a guide in mobile communication, and formulates a long-term, comprehensive and scientific urban image communication plan to ensure that the urban image communication fits the strategic positioning of the overall development of the city. At the same time, we follow the law of mobile communication, actively enter commercial platforms such as short videos, and carry out official cooperation with industry giants such as trembles and fast hands to jointly create communication topics, create special activities, and provide hot materials for city image communication. The second is the participation of the whole people to discover the beauty of the city. Citizens and tourists are encouraged to actively participate in the dissemination of city images, record the most common living conditions of local people with the subjective lens of the first perspective, go deep into the city life, reflect folk customs, dig out the corners of the city, and jointly splice a multi-dimensional and three-dimensional city picture. The third is to play the role of travel bloggers and quickly open the market. Travel bloggers have a strong voice and influence on the short video social platform, and have a high degree of trust with fans, which belongs to a strong joint relationship. In the short videos of many online celebrity cities, you can see many travel bloggers. They cooperate with travel bloggers to promote local cultural and tourism resources, lead the trend of the city, and can open the market faster and expand their popularity.

(II) deep plowing content, display cultural elements and urban heritage. One is to tap the characteristics of food. "The fireworks in the world are the most touching to the hearts of ordinary people". From the snail powder in Liuzhou to the barbecue in Zibo, local cuisine has become an important cultural symbol to shape the image of the city. Taking food as the guide, connecting the city and people from a micro perspective, and digging out the stories behind the food can effectively attract passengers. The second is to spread the unique landscape. The natural geographical landscape, cultural and historical landscape and infrastructure of the city have a unique "sense of place", which is closely related to the development of the city and is often a popular place to clock in. For example, Chongqing has launched the characteristic business cards of "light rail crossing buildings" and "magic 8D" on the short video platform due to its characteristic landforms. Three is the performance of personality characters. "One side of the soil and water raises the other side of the people", people are the most dynamic subject in the communication of the city image. The local people's living customs, cultural personality characteristics, regional temperament and so on are more humane and intimate, and the relevant content is easy to be concerned and sought after on the short video platform. By strengthening the memory of the city, creating and exporting the city's cultural identity and emotional identity, it will help establish the image of the city externally and unite the hearts of the people internally.

(III) optimize audiovisual and improve the attractiveness of video design. One is the creation and promotion of urban music. Users' viewing experience of urban landscape is often accompanied by supporting background music. Music has a strong penetration and sense of substitution. "Because of a song, I fall in love with a city" is not surprising. "Song as a medium" tells the story of the city, depicts the details of the city, integrates pop music elements with profound historical and cultural details, and gives the unique "locality" of urban music ", more able to trigger the audience emotional resonance. The second is to make good use of local dialects. The dialect shows the local strong regional texture and vivid fireworks atmosphere, and its pronunciation and intonation have unique artistic charm, which is easy to cause users to imitate, such as "Meidi very" (Xi'an dialect), "Ease, Bash" (Sichuan-Chongqing dialect) and so on. The unique "local flavor" of dialects can effectively enhance the interest and recognition of videos, better highlight the characteristics of the city, and deepen the memory of the audience. Three is to improve the picture texture. With the help of artificial intelligence, virtual reality, ultra-high definition and other technologies, we can innovate the presentation form of cultural and tourism content, seize the "golden three seconds" of users with high-definition video, reasonable color matching and simple and scientific picture composition, effectively attract, precipitate and retain users, and realize the "transformation" of online publicity to offline clock-in ".

(Note: This article is the phased achievement of the 2023 basic scientific research fee project of Henan Academy of Social Sciences, "Research on the Innovative Mechanism of New Media Dissemination in the New Era" [23E13].)