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目前针对乡村旅游形象表征模式的研究尚不充分,将微电影叙事技巧植入乡村旅游营销的方式较为单一,从而导致微电影这一营销利器在乡村旅游推广中的作用发挥不足。针对这一理论空白,通过对乡村旅游题材微电影创作模式的研究,探究乡村特色旅游资源与微电影表达技巧的结合路径。对乡村旅游营销中微电影的创作模式进行研究,挖掘乡村旅游资源中的文化内涵,建构乡村旅游形象视频的表征内容模型,加强游客对乡村旅游的感性认识,从而提升乡村旅游产业的品牌价值与旅游消费群体的用户体验。
At present, the research on the representation model of rural tourism image is not enough. The way of marketing the micro-movie narrative skill into rural tourism is relatively simple, which leads to the lack of the role of micro-movie marketing tool in rural tourism promotion. Aiming at the blank of this theory, through the research on the creative mode of rural tourism micro-movie, this paper explores the combination path of rural tourism resources and micro-movie expression skills. Research the creative mode of the micro-movie in rural tourism marketing, excavate the cultural connotation of the rural tourism resources, construct the content model of the rural tourism image video, enhance the tourist’s perception of rural tourism, and enhance the brand value of the rural tourism industry. Travel consumer groups user experience.