What Are the Strong Content Influencing Factors of Chinese Local Government Using Douyin(Tiktok) Platform to Promote Culture and Tourism Resources? A Study on the Account "Hebei Culture and Tourism"
Main Article Content
Abstract
Due to the flourishing development of OVPs like Douyin, the short video is an important channel of government cultural-tourism promotion all over the world. This paper explores the Chinese local government official Douyin account "Hebei Culture and Tourism" , and analyzes the high content influence factors which decide the power of diffusion of local cultural- tourist Douyin short videos in China using content analysis method. This research is the first one to discover that there are factors in dissemination skill factors, narrative factors and audiovisual factors that make an impact on the dissemination power of Douyin short videos. These effective factors are the strong content affecting factors for China's local cultural-tourism Douyin short videos. Through the above analysis, our article suggests that, to be appealing and worthwhile at the same time, local government cultural-tourism short videos should be pragmatic and fashionable, include interactive and participatory elements when presenting them, and arrange playlists of videos with a careful choice to form a consistent topic and expand the overall dissemination.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
Author, Liang, X. R., & Zhang, T. (2020). A comparison of the social media influence of international dispute coverage by mainstream media in China and the United States: Taking the coverage of "China-US Trade Disputes" on the Facebook platforms of Xinhua News Agency and the Associated Press as an example. Today Media, 28(1), 76–79. (In Chinese).
Bertot, J. C., Jaeger, P. T., Munson, S. A., & Glaisyer, T. (2010). Engaging the public in open government: Social media technology and policy for government transparency. IEEE Computer, 43(11), 53–59.
Blumler, J. G., & Katz, E. (1974). The uses of mass communications: Current perspectives on gratifications research. Beverly Hills, CA: Sage.
Bonsón, E., Torres, L., Royo, S., & Flores, F. (2012). Local e-government 2.0: Social media and corporate transparency in municipalities. Government Information Quarterly, 29(2), 123–132. https://doi.org/10.1016/j.giq.2011.10.001
Cheng, Y. (2023). Research on the Tiktok number communication of provincial cultural and tourism government(Master's Thesis, Jishou University). (In Chinese). https://link-cnki-net-s.webvpn.hueb.edu.cn/doi/10.27750/d.cnki.gjsdx.2023.000587
China Internet Network Information Center. (2024, August 29). The 54th Statistical Report on Internet Development in China. [Report]. Retrieved from https://www.cnnic.net.cn/NMediaFile/2024/0911/MAIN1726017626560DHICKVFSM6.pdf (accessed Sept 2024).
China Internet Network Information Center. (2025, January 17). The 55th Statistical Report on Internet Development in China.[Report]. Retrieved from https://www.cnnic.net.cn/NMediaFile/2025/0117/MAIN173710689576721DFTGKEAD.pdf (accessed Sept 2025).
China Tourism News Network. (2024, September 13). Fujian Province made the TOP 10 list of provincial cultural and tourism government Douyin accounts in the first half of 2024. Retrieved from https://www.ctnews.com.cn/ (In Chinese).
Chun, S. A., Shulman, S., Sandoval, R., & Hovy, E. (2010). Government 2.0: Making connections between citizens, data and government. Information Polity, 15(1–2), 1–9. https://doi.org/10.3233/IP-2010-0205
CobB, R. W., & Elder, C. D. (1971). The politics of agenda-building: An alternative perspective for modern democratic theory. The Journal of Politics, 33(4), 892–915. https://doi.org/10.2307/2128415
Criado, J. I., Sandoval-Almazan, R., & Gil-Garcia, J. R. (2013). Government innovation through social media. Government Information Quarterly, 30(4), 319-326. https://doi.org/10.1016/j.giq.2013.10.003
Dadashzadeh, M. (2010). Social media in government: From eGovernment to eGovernance. Journal of Business & Economics Research, 8(11), 81–86.
Dixon, B. E. (2010). Towards e-government 2.0: An assessment of where e-government 2.0 is and where it is headed. Public Administration & Management, 15(2), 418–454. https://hdl.handle.net/1805/4334
Duan, Z. H. (2022). An empirical analysis of factors influencing the communication effects of culture and tourism government short videos on Douyin in Western China (Master’s thesis, Ningxia University, China). (In Chinese). https://link-cnki-net-s.webvpn.hueb.edu.cn/doi/10.27257/d.cnki.gnxhc.2022.001682
Feng, C. C. (2023). Research on the influencing factors of the dissemination effect of Douyin tourism government affairs short video (Master's Thesis, Henan University of Technology). (In Chinese). https://link-cnki-net-s.webvpn.hueb.edu.cn/doi/10.27791/d.cnki.ghegy.2023.000642
Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701–721. https://doi.org/10.1037/0022-3514.79.5.701
Grzybowski, A., & Mianowany, M. (2018). Statistics in ophthalmology revisited: the (effect) size matters. Acta Ophthalmologica, 96(7), e885-e888. https://doi.org/10.1111/aos.13756
Hansen, D. L., Shneiderman, B., & Smith, M. A. (2010). Analyzing social media networks with NodeXL: Insights from a connected world. Morgan Kaufmann.
Huang, P., & Tang, D. (2024). Factors and paths influencing the sustainability of travel short video dissemination on Douyin: From the perspective of user participation. New Media Research, 7(July), 24–27. (In Chinese). https://doi.org/10.16604/j.cnki.issn2096-0360.2024.07.007
Huang, S. C., Silalahi, A. D. K., & Eunike, I. J. (2024). Exploration of moderated, mediated, and configurational outcomes of tourism-related content on TikTok in predicting enjoyment and behavioral intentions. Human Behavior and Emerging Technologies, 2024(1), 2764759. https://doi.org/10.1155/2024/2764759
Ji, F. F. (2020). Cultural Tourism Poverty Alleviation and Government Affairs Short Videos: Origin, Current Situation and Problems. Chinese Press, (03), 26-28. (In Chinese). doi:10.13854/j.cnki.cni.2020.03.008
Jiang, M. L., Deng, Y. X., & Wang, Y. Q. (2021). An empirical study on factors influencing the dissemination effect of culture and tourism government Weibo: Taking the "Marquis of Haihun" Weibo account as an example. Publishing Wide Angle, 8, 80–83. (In Chinese). https://doi.org/10.16491/j.cnki.cn45-1216/g2.2021.08.023
Jin, X. Y., & Wang, G. Y. (2021). Research on the communication capacity of science popularization short videos on Douyin. Popular Science Research, 17(1), 15–23. (In Chinese). https://doi.org/10.19293/j.cnki.1673-8357.2021.01.001
Kim, S., Park, M. J., & Rho, J. J. (2015). Effect of the government’s use of social media on the reliability of the government: Focus on Twitter. Public Management Review, 17(3), 328–355. https://doi.org/10.1080/14719037.2013.822530
Li, C. J. (2008). A Tentative Discussion on the Role and Construction of Media Communication Power. News knowledge, (11), 48-50 (In Chinese).
Li, S. Q. (2016). The construction dimensions and implementation paths of the dissemination power of media official Weibo accounts. Media, (07), 47-50 (In Chinese).
Lu, B., Zhang, S., & Fan, W. (2016). Social representations of social media use in government: An analysis of Chinese government microblogging from citizens’ perspective. Social Science Computer Review, 34(4), 416–436. (In Chinese). https://doi.org/10.1177/0894439314560861
McAfee, A. P. (2006). Enterprise 2.0: The dawn of emergent collaboration. MIT Sloan Management Review, 47(3), 21–28. https://shop.sloanreview.mit.edu/store/enterprise-2-0-the-dawn-of-emergent-collaboration
McGrath, S., Zhao, X., Qin, Z., et al. (2019). One-sample aggregate data meta-analysis of medians. Statistics in Medicine, 38(6), 969–984. https://doi.org/10.1002/sim.8013
Mergel, I. (2013). A framework for interpreting social media interactions in the public sector. Government Information Quarterly, 30(4), 327–334. https://doi.org/10.1016/j.giq.2013.05.015
Nie, J. H., & Jin, H. J. (2017). Production differences of health knowledge among Internet users: Content analysis of Weibo posts related to the "H7N9" incident. Journalism & Communication, 7, 73–84. (In Chinese). https://doi.org/10.15897/j.cnki.cn51-1046/g2.2017.07.011
Nobis, W. P., Otárula, K. A. G., Templer, J. W., et al. (2019). The effect of seizure spread to the amygdala on respiration and onset of ictal central apnea. Journal of Neurosurgery, 132(5), 1313-1323. https://doi.org/10.3171/2019.1.JNS183157
Reber, R., Wurtz, P., & Zimmermann, T. D. (2004). Exploring cognitive fluency: Processing fluency as a source of judgmental heuristics. Journal of Experimental Psychology: General, 133(4), 601-615. https://doi.org/10.1037/0096-3445.133.4.601
Rossa, C. G. (2017). The effect of fuel moisture content on the spread rate of forest fires in the absence of wind or slope. International Journal of Wildland Fire, 26(1), 24-31. https://doi.org/10.1071/WF16049
Wang, L., Pan, C. Y., Zhu, W. J., & Deng, S. L. (2018). Research on factors influencing an organization’s microblog dissemination capacity. Modern Information, 38(4), 35–41. (In Chinese).
Wang, R. H. (2022). Research on the Dissemination of City Image through Government Short Videos from the Perspective of Semiotics: A Case Study of Qingdao's Cultural Tourism Douyin Account. Media Forum, (18), 13-16 (In Chinese).
Williamson,G.R.(2004).Communication skills training in health care: A review of the literature. Journal of Nursing Management,12(3),143-150.
Wu, J. H., & Hu, J. H. (2021). Optimization strategies for tourism government affairs Douyin short videos. News World, (07), 23-26. (In Chinese). doi:10.19497/j.cnki.1005-5932.2021.07.007
Wu, J. Y., & Wang, Q. Y. (2021). Strategy for constructing Wuzhen's city image under the short‑video trend: A case study of the "Wuzhen Tourism Scenic Area" Douyin account. New Media Research, (06), 107-110. (In Chinese). doi:10.16604/j.cnki.issn2096-0360.2021.06.032
Xu, M. (2024). Evaluation and improvement of government short video communication effect based on big data statistics. International Journal of Advanced Computer Science and Applications, 15(1), 1073–1083. https://doi.org/10.14569/IJACSA.2024.01501106
Yu, G. M. (2007). 2007: Three Transformations of China's Media Industry. Media Observation, (09), 8-10. (In Chinese). doi:10.19480/j.cnki.cmgc.2007.09.002
Yuan, Y., Lu, Z., Yang, Z., et al. (2022). Key frame extraction based on global motion statistics for team-sport videos. Multimedia Systems, 28(2), 387-401. https://doi.org/10.1007/s00530-021-00777-7
Zhang, C. H. (2011). Dissemination power: The definition and analysis of a concept. Quest, (11), 76-77. (In Chinese). doi:10.16059/j.cnki.cn43-1008/c.2011.11.066
Zhang, M. (2023). Analysis of short video and city image communication in the new media environment. Journal of Education, Humanities and Social Sciences, 11, 301-304. (In Chinese). https://doi.org/10.54097/ehss.v11i.7678
Zhao, D. D. (2021). A Brief Analysis of the Operation Methods of Official Douyin Accounts in the Cultural and Tourism Category: Taking the Official Douyin Account of Xilingol League Cultural and Tourism Bureau as an Example. News Forum, (04), 87-88. (In Chinese). doi:10.19425/j.cnki.cn15-1019/g2.2021.04.030