Journal of Dali University ›› 2021, Vol. 6 ›› Issue (11): 36-41.

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Research on the Integrative Development Path of Tourism Live Streaming and Short Video under the Social Media Influencer Economy： Based on the 5T mode

  

  • Received:2020-08-19 Online:2021-11-15 Published:2021-12-26

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Abstract:

"Live streaming + short video" has become a popular marketing and shopping mode for many merchants and consumers. With the empowerment of the influencer economy， the tourism industry has also ushered in new development opportunities. Based on the 5T model and taking the leading online travel company Ctrip as a research case， this study analyzes its "live streaming + short video" marketing strategy on the short video platforms. The results show that Ctrip's live-streaming strategy and short-video operation conform to the current consumers' consumption habits， has good results， and brings usable experience for the development of similar tourism companies， and points out the development direction of tourism companies in the era of traffic. Based on the results of the research， a strategy for the development of integration of live tourism and short video is proposed to help build a new economic form of tourism in the new era.