The Impact of Short Media Videos on Urban Tourism Marketing: Taking Zibo and Xi'an as Examples

In the era of new media, short videos as an innovative means of communication have led to significant changes in the promotion strategies of tourist cities. The prosperity of the tourism industry has a significant driving effect on local economic growth, and marketing strategies are the key to the progress of the tourism industry. Through efficient marketing methods, the visibility of tourist attractions and cities can be significantly improved, thereby attracting more tourists and injecting new vitality into the local tourism industry and the overall economy. At present, with the rapid development of short video platforms such as TikTok and the sharp increase in the number of users, short video marketing has gradually received widespread attention from industry professionals and the general public. Some cities have achieved good results in tourism marketing implemented with the help of short video platforms, prompting more cities to use short videos for marketing activities. However, short videos also negatively impact urban tourism marketing, reducing the appeal of TikTok marketing to audiences. Therefore, this article conducts in-depth research on the impact of short video media on urban tourism marketing, elaborates on the advantages, analyzes the impact, proposes strategies for the application, and hopes to provide a reference for cities to use short videos for tourism marketing.