Visual Representation of Tourism Image in Short Video: Comparison between Agency-Generated Video and User-Generated Video

Short video has become one of the important tourism marketing media in the era of mobile internet. Taking Xixianan village, Huangshan City, Anhui Province as an example, this study selects one agency-generated video (AGV) and one user-generated video (UGV) as research materials, and adopts content analysis method to analyze the content theme and structure difference of two videos on tourism image representation of Xixinan. It is found that differences exist in content structure of visual representation of tourism image of Xixinan between the two short videos. AGV focuses on the comprehensive representation of natural, cultural, folk and other attractive elements of Xixinan, while UGV lays emphasis on the representation of detailed elements such as tourist experience. When producing short videos, destination marketing organizations need to take into account the representation of tourist experience elements, and promote AGV and UGV to play their respective positive effects in tourism image promotion.