Lei Zhang

The development of cultural and tourism government short videos stems from the objective needs of policy-driven digital transformation, the practical demands arising from the evolution of media ecology and intergenerational shifts in user behavior, and represents a strategic choice for reconstructing city image. An analysis of cultural and tourism IPs from popular domestic cities reveals that technological sophistication serves as the foundation for capturing attention economy, celebrity influence acts as the traffic driver for city brand promotion, and the deep alignment between video themes and city IP constitutes the core factor behind account virality. To enhance the communication impact of its video accounts, Dalian's cultural and tourism government short videos should achieve in-depth integration of "culture-technology-traffic" through three-dimensional collaboration involving content construction, technological empowerment, and celebrity advocacy.

cultural and tourism; government short video; communication effectiveness

[1] Cyberspace Administration of China,https://www.cac.gov.cn/2024-03/12/c_1711914435806252.htm,March12,2024. [2] Liu Tong,Zhu Yingjie.Research on Short Videos Aiding Urban Image Communication—A Case Study of"Harbin Going Viral"[J].Media,2025,(11):71-74.

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