中国新冠疫情期间电商直播助力省城文旅宣传效果研究--以抖音"山西省文化和旅游厅官方账号"为例

During the new coronavirus outbreak in China, with the rapid development of online broadcasting, network publicity and cultural awareness have been integrated, and have been widely used in the field of culture and arts.A large number of celebrities, influencers, government officials, and outstanding representatives from all walks of life entered the broadcasting industry to help provinces promote their hometown cultural characteristics and promote China's economic growth during the epidemic.The digital art produced by the network combined with culture has become the trend culture of today, promoting the development of culture and art, and the form of understanding of art has also been widely accepted.The wide application of mobile Internet also urges the rapid development of China's digital economy, in which live streaming is a new business model in the context of digital economy.With its high-dimensional information density transmission, strong real-time and interactive and live broadcasting advantages, live e-commerce can better meet consumers' consumption habits and demands than traditional e-commerce.It is worth mentioning that government officials in various provinces of China are also taking part in the local agricultural products and cultural propaganda and other related live broadcasting teams.Provincial and municipal governments participate in live broadcasting not only because of their special political identity, but also because of the government's responsibility to obtain consumer trust, reduce the cost of information in e-commerce.With the help of its own credibility and professional production capability, it has established a live broadcasting and e-commerce model through "people", "goods", and "field", and has risen rapidly in a short period of time.This paper first analyzes the development status of e-commerce live broadcasting to help the province's cultural tourism during the epidemic, and designs a questionnaire based on the survey results.