商务传媒学院知识库

近年来，随着旅游业的发展与短视频平台的崛起，旅行类短视频逐渐成为数字传播领域的重要内容形态。研究旅行类短视频内容创作策略不仅可以为旅行类短视频创作者、平台运营者以及相关品牌提供理论支持和实践指导，同时也可以提升旅行类短视频在文旅产业中的传播效能和商业价值。

本文基于4I理论的视角，运用定性与定量相结合的研究方法，以当前受众面广、内容创作较为成熟的旅行类头部KOL房琪kiki为研究对象，分别通过针对短视频评论区的文本分析以及针对粉丝群体的调查问卷结果分析，提出房琪kiki短视频内容在4I理论的四个方面（趣味性、个性化、互动性和利益性）存在的问题：在趣味性方面，幽默感和故事性挖掘上存在不足，未能充分发挥趣味性在吸引用户注意力和激发情感共鸣中的作用；个性化方面，内容同质化现象较为明显，缺乏具有辨识度的品牌标识，导致其在众多旅行类短视频中难以脱颖而出；互动性方面，房琪kiki与观众的互动频次较低，互动方式较为陈旧，未能充分利用短视频平台的互动功能增强用户参与感和粘性；利益性方面，其视频在提供实用信息和深度内容上存在不足，广告植入也较为生硬，影响了观众的观看体验和对内容的信任度。

最后结合房琪kiki短视频内容创作上的优势，为旅行类短视频的内容创作提出优化路径——在趣味性方面，建议旅行类短视频在内容创作中增加幽默元素，捕捉网络流行元素，并深入挖掘故事性，以提升视频的吸引力和观众的观看意愿；个性化方面，建议创作者加强内容创新，聚焦垂直领域构建独特内容矩阵，同时增强品牌标识，通过独特的视觉元素和标志性内容提升品牌辨识度；互动性方面，建议博主们增加互动频次，创新互动方式，如设置问答环节、发起挑战活动等，以增强观众的参与感和粘性；利益性方面，建议创作者注重实用信息的提供，加强内容深度，并巧妙植入广告，以提升内容的价值传递和商业转化能力。

In recent years, the growth of the tourism industry and the emergence of short video platforms have positioned travel-related short videos as a prominent form of digital communication. This study on content creation strategies for travel short videos offers valuable insights for creators, platform operators, and brands, enhancing both the communicative effectiveness and commercial value of these videos within the cultural tourism sector.

This study, grounded in the theoretical framework of the 4I principles, employs an integrated qualitative and quantitative research methodology to examine FangQi Kiki, a leading travel Key Opinion Leader (KOL) with extensive audience reach and mature content creation practices. Through textual analysis of comments on her short videos and survey data analysis of her fanbase, the research identifies deficiencies in her content across the four dimensions of the 4I theory: Interestingness– characterized by insufficient humor and narrative depth, limiting its effectiveness in capturing user attention and fostering emotional resonance; Individuality– marked by pronounced content homogenization and a lack of distinctive brand identifiers, hindering differentiation within the crowded travel short video landscape;Interaction – evidenced by low engagement frequency and outdated interaction methods, resulting in underutilization of platform features to enhance user participation and stickiness; and Interests – featuring inadequate provision of practical information and substantive content, alongside awkward product placements, which collectively undermine viewing experience and content credibility.

Building upon the strengths observed in FangQi Kiki's content creation, the study proposes optimized content strategies for travel short videos: To enhance Interestingness, it is recommended to incorporate humor, leverage trending online elements, and deepen narrative exploration to boost video appeal and audience viewing intent; To strengthen Individuality, creators should intensify content innovation, focus on vertical niches to build unique content matrices, and enhance brand identity through distinctive visual elements and signature content to elevate brand recognition; To amplify Interaction, increasing engagement frequency and innovating interaction formats is advised to heighten audience participation and retention; To optimize Interests, creators should prioritize delivering actionable information, enrich content depth, and implement seamless advertising integrations to improve value delivery and commercial efficacy.