RESEARCH PAPERS

Factors Influencing the Communication Effect of Cultural Tourism Short Videos:Media Framing,Narrative Style,and Emotional Effects

  • Chen Jinghao ,
  • Jia Feng
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  • 1 School of Public Policy and Management, Guangxi University, Nanning 530004;
    2 Research Center of Regional Social Governance and Innovation, Guangxi University, Nanning 530004;
    3 China-ASEAN Collaborative Innovation Center for Regional Development, Guangxi University, Nanning 530004
Chen Jinghao, associate professor, PhD; Jia Feng, master candidate, corresponding author, E-mail: jiafeng@st.gxu.edu.cn.

Received date: 2024-08-12

  Revised date: 2024-10-08

  Online published: 2025-04-22

Supported by

This work is supported by the general project of National Social Science Fund of China titled “Research on the Principles of Emotional Polarization and Intervention Strategies in Short Video Public Opinion”(Grant No.22BTQ046).

Abstract

[Purpose/Significance] This research aims to explore the main factors influencing the communication effect of cultural tourism short videos, focusing on the information framing and narrative styles, and how these elements trigger emotional effects and further influence audience information adoption and sharing behaviors such as likes, comments, and shares. [Method/Process] Based on the Stimulus-Organism-Response (S-O-R) theory, this research analyzed 1,947 cultural tourism short videos published on the Douyin platform from September 1, 2023, to January 20, 2024. Using regression analysis and moderated mediation tests, the research systematically examined how concretization, local symbol narratives, familial metaphor narratives, and popular group narratives impacted audience information adoption and sharing behaviors, with a particular focus on the mediating role of emotional effects. [Result/Conclusion] The results indicate that concretization positively impact audience information sharing behaviors such as likes, comments, and shares. Fondness emotion mediates the relationship between concretization and these information sharing behaviors, while happiness emotion does not exhibit a significant mediating effect. Familial metaphor narratives positively moderate the effect of concretization on fondness emotions, whereas popular group narratives negatively moderate this relationship. This research extends the application of media framing theory to cultural tourism short videos and validates the moderating effects of different narrative styles on emotional outcomes, providing practical guidance for content creation in this domain.

Cite this article

Chen Jinghao , Jia Feng . Factors Influencing the Communication Effect of Cultural Tourism Short Videos:Media Framing,Narrative Style,and Emotional Effects[J]. Library and Information Service, 2025 , 69(9) : 62 -77 . DOI: 10.13266/j.issn.0252-3116.2025.09.006

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