A Study on Short Video Marketing Dissemination for Rural Tourism Based on SIPS Model

Abstract

With the change of people's life concept and the development of rural resources, rural tourism has been developing rapidly. From 2011 to 2019, the total number of rural tourism trips nationwide increased year by year, from the initial 400 million to 3.09 billion, and the total revenue of rural tourism reached RMB1.81 trillion in 2019. 2020 was affected by the New Crown Pneumonia epidemic, but tourism trips gradually recovered from the second quarter onwards, and both the total number of people and total revenue has recovered to more than 90% of the same period in previous years. However, compared to the in-depth excavation and development of rural tourism products, there is still a significant deficiency in marketing and promotion, which is weak in spreading advice about rural tourism, showing the brand image of rural tourism, and expanding the number of visitors to rural tourism. In the era of fragmentation, social media has become the essential tool for people to create, disseminate and communicate. Among them, short videos, in turn, have become the most popular dissemination method in new media with strong dissemination power and high visual impact. Under the national creation boom, short videos have brought about many rural tourist attractions, but due to the varying production level, they have brought about a particularly negative impact on the dissemination of rural tourism. The article introduces the new opportunities brought by short videos for rural tourism marketing dissemination, focuses on analyzing the new problems existing in rural tourism short video marketing dissemination: Video theme without planning, content homogenization serious, poor video shooting quality and unclear video positioning, irregular account operation and lack of interactive dissemination with audiences, and puts forward four improvement strategies based on SIPS model. The model divides users' consumption behavior into four stages, one is Sympathize, two is Identify, and three is Participate. Thirdly, Participate, and fourthly, Share & Spread. The only way to avoid filtering or ignoring product information through social media is to resonate with consumers. In the dissemination process, users will confirm whether the product information that triggers resonance is valuable to them or not. This paper puts forward short video marketing dissemination strategies based on SIPS theory: First, based on local resource endowment, create unique content to trigger the emotional resonance of the audience. Secondly, overall planning and series design to improve video shooting quality to assist audiences' value judgment. Thirdly, we emphasize online dissemination and improve the quality of information dissemination to help users better participate. Fourth, create offline immersion experiences in multiple directions to achieve online and offline integration and promote the proliferation of user information. Short video transmission in the future still need to continue to sum up experience, deep cultivation of high-quality content, access to user recognition.