In recent years, short video and live broadcast, as emerging ways of information dissemination, have had a profound impact on the tourism industry. In the context of the rapid development of new media, short videos can effectively stimulate tourists' willingness to travel. They are able to quickly spread local culture and attract tourists, but they can also lead to risks such as negative public opinion. This study takes "hyperthyroidism brother China tour" as an example to explore the dual effects of short video and live broadcast on tourist behavior decision-making in tourist destinations. The study uses a case study method to collect data through multiple channels such as social media platforms, news reports, and tourism statistics to analyze the performance of short videos and live broadcasts in cultural communication and risk prevention and control. The results show that short videos and live broadcasts have significant advantages in enhancing the popularity of tourist destinations and enhancing cultural identity, but there are also negative risks caused by information bias or fan fanaticism. Based on this, this study puts forward corresponding management suggestions for tourism destinations, in order to effectively avoid potential risks while using short videos and live broadcasts to promote tourism development.
Z. Zou (2025) studied this question.