A Review of Short Video Marketing Development at Kaifeng Wansuishan Scenic Area

Abstract

The convergence of short-video platforms and cultural tourism has reshaped destination marketing. Kaifeng Wansuishan Martial Arts City, propelled by the viral “Wang Po’s Matchmaking” phenomenon, achieved 15-fold revenue growth within three years, becoming a representative case. This paper examines the evolution and operational logic of its short-video marketing, revealing a transition from accidental virality to systematic UGC-centric operations that generated substantial returns. However, four dilemmas persist: single-IP over-reliance, management lags, content homogenization, and traffic-to-retention conversion difficulty. Countermeasures are proposed, including a diversified IP matrix, refined management, cultural differentiation, and systematic capacity building, aiming to facilitate the shift from “internet celebrity” to “everlasting popularity” and offer practical references for cultural tourism marketing.