Developing intangible cultural heritage IPs of the Dong ethnic group and converting them into cultural tourism revenue from the perspective of short-video media empowerment

Against the backdrop of rural revitalization and the rapid growth of short-video media, the intangible cultural heritage (ICH) of the Dong ethnic group in Guizhou possesses distinctive cultural value, yet its reach on short-video platforms and its conversion into cultural tourism revenue remain markedly underdeveloped. This study surveyed short-video users in Xi'an through 43 valid questionnaires and conducted a semi-structured interview with one expert in Dong cultural tourism. It examined users' short-video viewing habits, their awareness of Dong ICH, the effectiveness of short-video-enabled cultural communication, and the conversion of online exposure into cultural tourism consumption. The findings reveal a structural mismatch in the supply of platform content: scenic landscapes and homestay experiences account for 67.4% of the content, whereas traditional festivals and folk customs that genuinely represent the cultural essence of the Dong ethnic group account for only 16.28%. More importantly, although approximately 70% of respondents had encountered content related to Dong ICH, fewer than 10% expressed an intention to visit the destination after viewing such content, indicating a substantial gap between online cultural communication and tourism conversion. In response, this study proposes developing distinctive cultural IPs through innovative formats such as micro-short dramas, safeguarding cultural authenticity, and cultivating local talent in short-video content creation and operation.