文化旅游具有众多国际传播的优势，也是当下国际传播积极实践的重要领域。本报告通过网络大数据抓取和指标体系构建的形式评估国内代表城市的国际文旅传播的影响和效果（2024年1～6月），勾画出中国文旅在国际社交平台的当前传播活力，以期为文旅国际传播提供参考，为优化文旅国际传播提供对策建议。本研究报告以文旅传播为切入点，构建基于国际社交媒体场景中的中国文旅传播活力评估体系。研究选取具有代表性的11个城市作为样本，以省市级文旅传播账号为主要的观测对象，分别构建了Facebook、X（Twitter）、Instagram、YouTube四大国际社交平台传播活力评估指标体系，并进行其活力指数的计算。报告选取哈尔滨文旅（2024冰雪节）为典型个案，剖析其国际传播活力激发的原因，探讨其持续国际传播活力的形成因素。研究发现：不同城市的国际传播活力差异较大；国际社交平台传播活力与文旅实力不一定成正比；好的活动设计需要融入价值理念，而这个价值需要被国际社会认可；重视文旅活动的设计，积极触发国际传播场域下的外媒、外国人自发传播的高热点；以文旅传播积极带动城市传播、中国文化传播、中国价值理念的国际传播。
Cultural tourism，characterized by its ability to foster international group interactions，serves as a pivotal arena for the dynamic practice of cross-border communication. This paper evaluates the impact and effectiveness of international cultural and tourism dissemination in representative domestic cities through the form of big data extraction from the internet and the construction of an indicator system（January to June 2024）and outline the current communication vitality of China’s cultural tourism international social platform，with a view to Provide reference for the international communication of cultural tourism and provide countermeasures and suggestions for optimizing the international communication of cultural tourism. This research takes cultural tourism communication as the entry point to construct an evaluation system for the vitality of China’s cultural tourism communication based on the international social media scene. The research selected 11 representative cities as samples，took provincial and municipal cultural tourism communication accounts as the main observation objects，and constructed an evaluation index system for the communication vitality of four international social platforms：Facebook，X（Twitter），Instagram，and YouTube. And calculate its vitality index. The paper selects Harbin Cultural Tourism（2024 Ice and Snow Festival）as a typical case，analyzes the reasons for its international communication vitality，and explores the factors that contribute to its continued international communication vitality. The research found that：1.The vitality of international communication in different cities varies greatly；2.The communication vitality of international social platforms is not necessarily directly proportional to the strength of cultural tourism；3.Good event design needs to incorporate values，and this value needs to be recognized by the international community；4.Pay attention to the design of cultural tourism activities，and actively trigger the hot spots of spontaneous communication by foreign media and foreigners in the international communication field；5.Use cultural tourism communication to actively promote the international communication of urban communication，Chinese culture communication，and Chinese values and concepts.
