Optimization of communication strategies for cultural and tourism short videos

Cultural and tourism short videos have emerged as a pivotal driving force in advancing regional cultural communication and tourism economic development. The tripartite characteristics they manifestcontent diversification, rapid communication velocity, and audience interactivityhave fundamentally reconstructed the communicative ecology of the cultural and tourism sector. Notwithstanding, a constellation of issues has been exposed in their developmental trajectory, including ambiguous positioning of official accounts and content homogeneity, which have notably diminished communicative efficiency. Empirical studies indicate that in the current era dominated by the "traffic-oriented" paradigm, the absence of gate keeping functions resulting from insufficient supervision, coupled with the dissolution of cultural uniqueness caused by symbolic inflation, has generated unbalanced experiential outcomes for both localities and users. It is only through the following pathways that a healthy cultural and tourism communication ecology can be established and the high-quality sustainable development of the cultural and tourism industry can be realized: communicators must adhere to communication ethics and accept multi-stakeholder supervision to rebuild official public credibility; local cultures should be deeply excavated, discarding traffic-oriented templates to construct unique cultural and tourism images; and the service quality of cultural and tourism short videos should be enhanced to provide cultural and tourism guidance and information navigation for the public.