Research on Short Video Marketing of China Tourist Resorts Based on Web Text Analysis

For China tourist resorts, short videos have become a fast way to attract the attention of potential users. User’s comments on the short video platforms directly reflect attitudes toward the tourist destination. The comments are analyzed by using ROST CM6 and ROST EA to identify high-frequency words, semantic networks, and emotional tendencies. The authors identify five key factors of short video marketing and subsequently construct a model for applying short video marketing in the context of China tourism marketing. The model is used as a basis for the formulation of recommendations for short tourism video marketing strategies, which are designed to address identified deficiencies and enhance the efficacy of short video marketing. Finally, the authors put forward five recommendations for short tourism video marketing.