目的地短视频的故事结构对数字用户参与的影响研究——以长沙抖音短视频为例

Abstract

Abstract: Telling a compelling story is the core of recreating travel experiences and an important means of destination short video content marketing. Under the "decentralized" algorithm mechanism, digital user engagement determines whether the content stands out from the social media traffic pool. Previous research has lacked a study on narrative destination short videos and lacked attention to the impact of digital user engagement. This study combines short video scenarios with tourism product features and attempts to examine the story structure features of destination short videos. The story structure of destination short videos can be divided into four key features: comprehensible plot, identifiable characters, story verisimilitude, and imaginative hedonism. Python software was used to obtain destination short videos about "Changsha tourism" on TikTok platform in the past six months. User online behavior data (likes, comments, favorites, and shares) and short video features (duration, release time, number of followers, etc.) were captured. Combining big data and story content analysis, the inherent mechanism between the story structure features of destination short videos and multidimensional digital user participation was empirically tested. The study shows that, under the control of other feature variables, except for identifiable characters, comprehensible plot, story verisimilitude, and imaginative hedonism are all significantly positively related to digital user engagement. In addition, narrative transportation plays an intermediate role between comprehensible plot, story verisimilitude, imaginative hedonism, and user behavior of favorites and comments, but does not play an intermediate role in likes and shares. The source of the story has a moderating effect on the influence of imaginative hedonism on favorites and shares. This study contributes to a better understanding of story conception and provides practical guidance for creating tourism stories that align with user needs and predicting their dissemination effects.

Key words: destination short videos, digital user engagement, TikTok, story structure

CLC Number:

G212.2

LI Guanghui, XING Lei. The Influence of Story Structure in Destination Short-form Videos on User Engagement： A Case Study of TikTok Videos of Changsha[J].TOURISM SCIENCE, 2026, 40(4): 97-122.

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The Influence of Story Structure in Destination Short-form Videos on User Engagement： A Case Study of TikTok Videos of Changsha

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