Short answer

Prioritize authentic storytelling and practical information in tourism-related short video content to effectively capture user interest and influence their travel choices in the post-pandemic environment.

Field: Innovation & Design
Source: Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research (2022)
Method: Mixed-methods research (quantitative questionnaire survey and qualitative in-depth interviews).
Evidence: Moderate effect

Short video content focused on tourism, particularly on platforms like Douyin, has become a significant influence on user spiritual and aesthetic needs in the post-epidemic era by emphasizing authenticity and practicality. This innovation & design research insight is drawn from a 2022 study published in Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research. Using Mixed-methods research (quantitative questionnaire survey and qualitative in-depth interviews)., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize authentic storytelling and practical information in tourism-related short video content to effectively capture user interest and influence their travel choices in the post-pandemic environment.

Study

Innovation & DesignHigh ImpactModerate effect

Post-Pandemic Tourism Short Videos Drive User Engagement Through Authenticity and Practicality

Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research · 2022

Key Findings

01Tourism short videos have integrated into people's lives to varying degrees post-epidemic.
02These videos primarily influence users' spiritual and aesthetic needs.
03Authenticity, practicality, and reasonable commercialization are key factors for successful tourism short video content.
04Short videos have become a significant online instrument for influencing travel decisions.

Application

Design takeaway

How to apply

When developing digital marketing strategies for travel destinations or services, focus on creating short video content that highlights genuine traveler experiences and offers actionable advice, rather than purely promotional material.

Project actions

01When researching user engagement with digital content, consider how the content fulfills emotional or aesthetic needs.
02Explore the balance between authentic representation and commercial objectives in your design projects.
03Investigate how platform features (like Douyin's) influence content creation and consumption patterns.

Method & Evidence

AimTo analyze the influence of tourism-based short videos on user behavior and needs in the post-epidemic era and to derive recommendations for content creation and commercialization.

MethodMixed-methods research (quantitative questionnaire survey and qualitative in-depth interviews).

ProcedureThe study involved distributing questionnaires to gather data on user engagement with tourism short videos and conducting in-depth interviews to explore the reasons behind this engagement. The collected data was then analyzed to identify trends and user perspectives.

ContextDigital content creation and consumption, specifically within the tourism industry and short-video platforms (e.g., Douyin) in the post-epidemic era.

Variables

IV["Type of short video content (e.g., authentic vs. staged, practical vs. aspirational)","Platform features"]

DV["User engagement (e.g., views, likes, shares, comments)","Influence on travel decisions","Perceived authenticity and practicality of content","Fulfillment of spiritual and aesthetic needs"]

CV["User demographics","Pre-existing travel interests","Time spent on platform"]

Strengths & Limitations

Strengths

+Combines quantitative and qualitative data for a comprehensive understanding.
+Addresses a contemporary and relevant topic (post-epidemic tourism and short videos).

Limitations

The findings are specific to short-form video platforms and may not apply to longer-form content or other media. The study's focus on the post-epidemic era means its relevance might shift as global conditions change.

Reliability & validity

The use of mixed methods (surveys and interviews) enhances the validity of the findings by providing both breadth and depth. Reliability could be strengthened by ensuring consistent interview protocols and using validated survey instruments.

Think critically

How might the emphasis on 'authenticity' in short videos be manipulated or staged, and what are the ethical implications for designers and consumers?

Design Principles

"Authenticity and practicality are paramount in digital content design, especially when aiming to influence user perception and behavior in a rapidly evolving market."

Understanding how digital content shapes user perception and decision-making is crucial for designers and marketers in the tourism sector. This insight highlights the need to create content that resonates with users' desires for genuine experiences and actionable information, especially in a post-pandemic landscape where travel aspirations may be heightened but also approached with caution.

What This Means for Your Design

After the pandemic, people watch more travel videos online, like on Douyin. These videos make them feel inspired and help them plan trips because they seem real and useful. To make good travel videos, creators need to show what's true, what's helpful, and not be too pushy with ads.

How to use in your project

1.Reference this study when discussing the influence of digital media on user behavior, particularly in the context of travel and leisure.
2.Use the findings to support arguments about the importance of authenticity and practicality in content creation for your design project.

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Quick Cite

Paragraph starter

In the post-epidemic era, short-form video content has emerged as a powerful tool for influencing consumer behavior, particularly within the tourism sector. Research indicates that platforms like Douyin are increasingly shaping users' spiritual and aesthetic needs, with content that prioritizes authenticity and practicality proving most effective (Gu, Jia, & Zhang, 2022). This suggests that for design projects aiming to engage audiences in travel-related contexts, a focus on genuine experiences and actionable information is crucial for building trust and driving interest.

Source

Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research

The Research on the Development of Tourism Short Videos Based on the Post-Epidemic Era ——Take DouYin App as An Example

journal · 2022

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Questions About This Research

What does the research say about post-pandemic tourism short videos drive user engagement through authenticity and practicality?: Prioritize authentic storytelling and practical information in tourism-related short video content to effectively capture user interest and influence their travel choices in the post-pandemic environment. Evidence: Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research (2022).
Why does "Post-Pandemic Tourism Short Videos Drive User Engagement Through Authenticity and Practicality" matter for design?: Understanding how digital content shapes user perception and decision-making is crucial for designers and marketers in the tourism sector. This insight highlights the need to create content that resonates with users' desires for genuine experiences and actionable information, especially in a post-pandemic landscape where travel aspirations may be heightened but also approached with caution.
How can designers apply this research?: Prioritize authentic storytelling and practical information in tourism-related short video content to effectively capture user interest and influence their travel choices in the post-pandemic environment.
What were the main findings?: Tourism short videos have integrated into people's lives to varying degrees post-epidemic.. These videos primarily influence users' spiritual and aesthetic needs.. Authenticity, practicality, and reasonable commercialization are key factors for successful tourism short video content.. Short videos have become a significant online instrument for influencing travel decisions.
What research method was used?: Mixed-methods research (quantitative questionnaire survey and qualitative in-depth interviews)..
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2022 journal from Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research.
What should I do differently in my next project?: When developing digital marketing strategies for travel destinations or services, focus on creating short video content that highlights genuine traveler experiences and offers actionable advice, rather than purely promotional material.
What are the limitations?: The study's findings may be specific to the Douyin platform and the cultural context of its users, potentially limiting generalizability to other platforms or regions. The sample demographics and their specific travel behaviors were not detailed.