Research on the Empowerment of New Media Marketing for the Innovative Development of the Ethnic Tourism Photography Industry

本文以贵州省龙潭古寨为研究对象，系统考察新媒体营销在民族服饰旅拍产业发展中的关键作用。通过实地调研和案例分析，深入探讨了短视频营销、社交媒体传播、直播带货等新型营销模式对传统民族文化的创新传播路径。研究发现，新媒体营销通过短视频平台、社交媒体、直播等形式，显著提升了龙潭古寨的知名度和吸引力，推动了文旅融合与乡村振兴。同时，本文也指出当前面临的同质化竞争、文化失真等问题，并提出优化策略，为民族地区文旅发展提供参考。This study takes Longtan Ancient Village in Guizhou Province as its research subject, systematically examining the pivotal role of new media marketing in the development of ethnic costume travel photography industry. Through field investigations and case study analysis, it delves into innovative communication pathways facilitated by emerging marketing models—including short video marketing, social media dissemination, and live-streaming commerce—for traditional ethnic cultures. The research reveals that new media marketing has significantly enhanced Longtan Ancient Village’s visibility and appeal through platforms such as short video apps, social media, and live broadcasts, thereby promoting cultural-tourism integration and rural revitalization. Concurrently, the study identifies prevailing challenges including homogenized competition and cultural distortion, while proposing optimization strategies to inform the sustainable development of ethnic regions’ cultural tourism sectors.