PUBLICATIONS & REPORTS

Contents Introduction

In recent years, short-video social networking services (SNS) have rapidly expanded and attracted attention as an important tool for disseminating tourism information and promoting tourist arrivals. In China in particular, tourism promotion utilizing platforms such as Douyin has been actively implemented and has significantly contributed to the revitalization of regional tourism.

This report examines cases in China and organizes strategies for regional tourism promotion using short-video SNS from the perspective of government authorities, analyzing their background, effects, methods, and practical considerations. Specifically, six major approaches are introduced: leveraging viral topics or popular figures that emerge among the public, collaborating with influencers, government officials acting as influencers themselves, information dissemination through official accounts, and joint campaigns with SNS platforms.

The report also points out several characteristics of information diffusion on SNS, including the “snowball effect,” the difficulty of predicting viral topics, and the risk of rapid spread of negative information. Based on these analyses, effective approaches are summarized, such as strengthening interaction with viewers, following emerging viral trends, accumulating long-term influence, and comprehensively leveraging the power of SNS users.

The findings of this study provide useful insights for the development of regional tourism promotion policies utilizing short-video SNS in Japan.