A short video on the culture of the Tanka families in Guangxi, China in the context of cultural tourism integration

Abstract

This research is a qualitative， It’s purpose: 1) To investigate the contents and types of Tanka culture and its intangible cultural heritage in Beihai;2) To analyse the unique characteristics and attractive contents of Tanka culture and intangible cultural heritage in Beihai City in the context of the integration of culture and tourism and to collect data for the production of a short video;3) Produce a short promotional video about Tanka culture in Beihai for tourism. The population and sample of this research were divided into four groups: 1) the group of Tanka family groups living in Beihai; 2) the group of Tanka culture museum staff; 3) the group of film and TV experts; and 4) the group of local versus foreign tourists. The groups were selected through purposive sampling method. The research tool used for data collection in this research was the short video platform data acquisition and questionnaire. The statistics used in the research were mean (x̄) and standard deviation (S.D.).

The research results found that historical and cultural background of Guangxi Beihai Tanka culture. According to the results of this Reseach, the Tanka culture of Beihai is rich and colourful, with important cultural research value and tourism dissemination value, but the cultural heritage of Beihai boat-dwelling families is facing the threat of extinction in the current situation of social development. The short video platform has become the main channel for cultural and tourism communication, and the short video promotion can effectively promote the tourism of Beihai Tanka culture, so as to achieve the purpose of protecting Beihai Tanka culture. The Reseach also found that the producers of short videos about Tanka culture in the Beihai were too commercialised in the past, and that the producers did not have a deep understanding of Tanka culture, distorting the true nature of the culture, lacked professional production techniques, and had deficiencies in diversified promotional strategies, which led to poor promotional effects.

In this research, a programme for the extraction of elements of Tanka culture in Beihai and a multifaceted integration programme for the production and promotion of short videos on Tanka culture were designed. And the design programme was applied to produce six groups of short videos and the compilation video of multiple short videos. By analysing the feedback data and satisfaction questionnaire of the target group on the short video platform, the first place is 67,000 views for the short video collection of Beihai Tanka culture, the second place is 7,808 views for the Beihai Tanka Sea Opening Festival, and the other videos are all below 6,000 views. In general, the innovative design of the production and multifaceted promotion programme can effectively improve the efficiency of the Tanka culture in tourism communication and put forward new ideas and suggestions.

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