基於“BESTBEST”法則的廣州城市形象傳播研究

Research on the Communication of Guangzhou City Image Based on the B EST Rule

在數字媒體時代，城市形象宣傳已經成爲城市營銷的重要手段。本文以BEST法則爲研究框架，對廣州市旅遊短視頻的營銷發展現狀進行深入探究。首先介紹“BEST”法則的背景和意義，進而使用“BEST”法則的四大元素針對廣州市旅遊短視頻的營銷現狀進行了深入分析，經內容分析及各數據收集匯總後，能給定後續研究者及旅遊從業者，制定旅遊短視頻宣傳策略與內容上提供參考和啓發，提供給短視頻上實施城市宣傳做爲借鑒。本研究結果在城市形象宣傳建議有以下幾點：實施城市營銷可借助網紅或意見領袖、創意短視頻、挑戰賽與話題卷標、與當地居民互動、合作推廣、優化策略、持續跟進等方向做為重要手段。

In the era of digital media, urban image promotion has become an important means of urban marketing. This article uses the BEST rule as the research framework to conduct an in-depth exploration of the marketing development status of short tourism videos in Guangzhou. Firstly, the background and significance of the ''BEST'' rule are introduced, and then the four elements of the ''BEST'' rule are used to conduct an in-depth analysis of the marketing status of tourism short videos in Guangzhou. After content analysis and collection, it can provide useful guidance and inspiration for tourism practitioners in formulating tourism short video promotion strategies and content, and provide reference for implementing urban promotion on short videos. The research results suggest that important means of urban image promotion can be implemented through internet celebrities or opinion leaders, creative short videos, challenge competitions and topic labels, interaction with local residents, cooperative promotion, optimization strategies, and continuous follow-up.