近两三年, 以新疆伊犁昭苏的贺娇龙, 四川甘孜州的刘洪、降泽多吉, 湖北随州市的解伟, 贵州大方县的吴姣姣等为代表的一批文旅局长依托抖音、快手等短视频平台, 各出奇招拍摄宣传家乡的短视频, 在互联网上相继走红。这些“网红”局长们通过持续宣传、直播带货等形式拉动了家乡的旅游经济, 为家乡发展贡献了巨大的力量。他们的成功, 引得各地文旅局长们纷纷效仿, 在全国掀起了一股局长为家乡旅游代言的热潮。笔者作为网民, 也了解到这一热点事件, 通过查阅大量资料, 运用文献研究、案例分析等研究方法, 从流量经济视角对网红局长们带火各地旅游的现象进行了一些自己的探究。研究发现: 一、在全球数字经济背景下, 短视频平台依托算法和大数据正在深刻地改变着普通人的生活; 二、“网红”局长的出现, 带来新的流量经济发展模式, 成了地方旅游发展的助推剂; 三、“网红”文旅局长在文化、政治、经济领域对地方发展有着独特的价值。本研究还发现, “网红”文旅局长模式在各地被大量复制, 这种现象应得到重视和引导, 相关部门要在提升执政能力和旅游产业管理能力上下功夫, 才能让网红打卡地持续发展, 而不仅仅只是简单的模仿。

: In the past two or three years, a group of cultural and tourism directors represented by He Jiaolong in Zhaosu, Yili, Xinjiang, Liu Hong and Jiang Zeduoji in Ganzi Prefecture, Sichuan, Xie Wei in Suizhou City, Hubei, and Wu Jiaojiao in Dafang County, Guizhou, have relied on short video platforms such as Douyin and Kuaishou to made their own small videos promoting their hometowns, and have become popular on the Internet one after another. These web celebrity directors have promoted the tourism economy of their hometown through continuous publicity, live broadcasting with goods and other forms, and contributed great strength to the development of their hometown. Their success, attracted around the Secretary of Culture and Tourism have followed suit, in the country set off a wave of Secretary for hometown tourism endorsement boom. As a netizen, the author has also learned about this hot event. Through reviewing a large amount of data, using literature research, case analysis and other research methods, the author has carried out some of his own research on the phenomenon of network red bureau chiefs􀆳tourism in various places from the perspective of traffic economy. The study found that: First, in the context of the global digital economy, short video platforms based on algorithms and big data are profoundly changing the lives of ordinary people; Second, the emergence of the secretary of Internet Celebrity has brought a new development model of flow economy and has become a booster for the development of local tourism; Third, the culture and tourism secretary of Internet Celebrity has a unique value for local development in the cultural, political and economic fields. This study also found that the􀆳Internet celebrity culture and tourism director model has been copied in large numbers in various places. This phenomenon should be paid attention to and guided. Relevant departments should make efforts to improve their governance ability and tourism industry management ability, so that the Internet celebrity hit sites can be sustained, not just a simple imitation.