UGC短视频促进传统村落形象传播研究——以抖音平台上禾木村形象传播为例

该研究以禾木村为案例地，以抖音平台上的视频为研究样本，采用ROST CM6.0进行词频分析，采用德尔菲法与文本分析的思路建立分类范畴，分析游客对禾木村的意象感知与情感属性，并探讨视频接收者的情感属性及其对游客传播的禾木村形象的感知与接收；同时，运用ArcGIS空间技术对抖音上有关禾木村的视频进行空间信息处理和表达，分析游客感知形象的空间性和游客居住地的空间性.研究结果表明： 1) 自然风光和建筑风情构成游客与广大网民凝视下禾木村的主体意象元素； 2) 游客主要来自于经济较发达的城市地区，去禾木村旅游主要是为了休闲娱乐； 3) 抖音视频对禾木村形象传播影响了广大网民对禾木村形象的认知和态度，也激发其去禾木村旅游的愿望，但其对禾木村形象的展现呈现强观光性，弱文化性，未触及深层次的传统村落文化传播.

The analysis of UGC short videos promoting the image communication of traditional villages：a case of Hemu Village image communication on Douyin

In this paper， taking the Hemu Village as a case and the videos on Douyin as research samples， the tourists’ perception images and emotional attributes to the Hemu Village were analyzed. Besides， the emotional attributes of video receivers were explored along with their attitudes towards the Hemu Village images which the tourists spread. ROST CM6.0 was used to analysis the word frequency and delphi method as well as text analysist were applied to establish the classification category. What’s more， ArcGIS spatial analysis technique was introduced to process and express the videos on Douyin about the Hemu Village， analyzing the spatiality of perception images and living place. Results show that the natural scenery and buildings are the major elements which under the gaze of tourists and the netizens. Besides， most of the tourists are from the more economically developed cities and most of them visit Hemu Village for entertainment. In addition， the dissemination of the Hemu Village image from Douyin has influenced the cognition and attitude of netizens， and stimulated them to visit the Hemu Village. However， the images of Hemu Village on Douyin are of little culture， and far from deep-level cultural communication of traditional villages.