从部落主义范式出发的抖音旅游主题识别研究

文章从抖音带火旅游目的地的现象入手,基于部落主义的理论视角,同时借鉴了张淑华等从认知、情感、行为三方面对身份认同结构的划分,选择西安作为案例地,以抖音平台中的视频数据为样本,运用主题分析法探讨了当代游客在抖音平台中的身份认同构建,解读了当代旅游者以情感价值为导向的标签化的旅游模式,深化了部落主义在旅游研究中的应用。此外,研究模式和结果也有助于旅游目的地营销在新角度下的市场细分,识别不同游客群体的身份,塑造符合其标签的旅游产品,创造属于他们的情感氛围,为旅游目的地精准有效的营销策划提供新思路。

Research on the Identification of Tik Tok Tourism Theme from the Paradigm of Tribalism

As a new platform for young people to explore, discover and share beautiful lives, Tik Tok has the magic power to popularize tourism destination. People record their travel on Tik Tok, and they share similar experiences and emotions with others who have the same emotional values after they confirm their identity tags and enhance their self-and group-recognition through interactions with other tourists. This research, illuminated by the phenomenon of Tik Tok pushing tourism destinations to mass popularity, takes Xi’an, capital of Shaanxi, a northwestern province in China, as a case to discuss the construction of identity on Tik Tok among modern tourists, interpret the tourism mode with different tags oriented by emotional values among modern tourists, and further apply tribalism to tourism study, from the perspective of tribalism and reference to the division of identity structure – cognition, emotion, and behavior – from Zhang Shuhua(2012). In addition, the research patterns and results are boons to the market subdivision of tourism destination marketing under the new perspectives, the identification of tourist groups with different interests, the shaping of tourism products that suit their tags, the creation of the emotional atmosphere, and the original ideas for accurate and effective marketing planning of tourism destination.