Cultural Communication Strategy for Tourism Promotion Of Yao Nationality By Douyin (TikTok) In Hezhou, Guangxi

บทคัดย่อ

The purposes of this study were: 1) to study the relevant factors affecting the effectiveness of cultural communication strategy for tourism promotion of Yao nationality by Douyin (TikTok) in Hezhou, Guangxi. 2) to explore cultural communication strategy for tourism promotion of Yao nationality by Douyin (TikTok) in Hezhou, Guangxi. The research tools in qualitative research were in-depth interview guideline was conducted by in-depth interview 18 people related to the cultural communication of Yao nationality by Douyin (TikTok) in Hezhou, In the quantitative research, the research tool is a questionnaire, the research object is the tourists of the Yao cultural tourist attractions in Hezhou, and 400 samples are randomly selected. In this study, descriptive statistical analysis was used to analyze the data. The hypothesis of this study is that there is a correlation between the cultural communication of Yao nationality by Douyin (TikTok) in Hezhou and the tourism promotion of Hezhou.

The results of the research found that:

1) Tourists’ perception experience on the Douyin (TikTok) platform will greatly affect tourists’ recommendation intention and revisit intention.     

2) The optimization of cultural communication strategy of Yao nationality by Douyin (TikTok) in Hezhou focuses on providing users with good perception experience. scene concept and SIPS model are instructive in this regard.