Visual destination images in user-generated short videos: An exploratory study on Douyin

Abstract

Comparing to user-generated texts and photos, seldom research has examined visual destination images revealed in user-generated short videos. With the latest video artificial intelligence (AI) technologies to tag the contents of user-generated short videos, this study extracted destination images of two famous attractions, i.e., the Forbidden City and the Badaling Great Wall on Douyin platform, and compared the results between user-generated short videos and textual travel blogs. Our findings demonstrate the validity of our proposed video-AI based visual destination image extraction method and also suggest that short videos and textual travel blogs excel in different ways to reveal destination images. Our study provides a promising direction to study visual destination images for researchers and practitioners.