Calibration of continuous variable data.

Tourism short videos have become a crucial means for disseminating information and promoting tourism destinations, with user engagement directly impacting their spread and the long-term development of tourism industries. Taking Xi’an as a case study, this paper constructs a framework for influencing factors of user engagement in tourism short videos from three dimensions: content, society, and technology, based on the theory of communication ecology. By blending multiple regression analysis with fuzzy-set qualitative comparative analysis (fsQCA), we explore the factors that influence user engagement in tourism short videos and further clarify the configurational causal relationships among these factors. This study found that: Content level (video type, scene quantity, scene representation, title sentence), social level (blogger type, blogger influence, blogger activity), and technological level (narrative way, background music, advertising information) significantly impact user engagement in tourism short videos. No single factor can solely constitute a necessary condition for promoting high user engagement. User engagement is actually the result of a combination of multiple factors. Notably, social level factors play a pervasive role in fostering active user engagement in tourism short videos. Further, fsQCA analysis identifies six conditional configurations that lead to high user engagement, categorizing them into three path types: content-driven, dual-dimensional co-driven, and comprehensive linkage. This study reveals the complex logic behind user engagement in tourism short videos, providing valuable insights for content marketing and promotional strategies of tourism short videos.旅游短视频已成为信息传播与旅游目的地推广的关键途径，用户参与度（user engagement）直接影响其传播范围与旅游业的长期发展。本研究以西安为案例，基于传播生态理论，从内容、社会与技术三个维度构建旅游短视频用户参与度影响因素框架。本研究结合多元回归分析与模糊集定性比较分析（fsQCA），探究旅游短视频用户参与度的影响因素，并进一步厘清各因素间的组态因果关系。本研究发现：内容层面（含视频类型、场景数量、场景呈现、标题句式）、社会层面（含博主类型、博主影响力、博主活跃度）与技术层面（含叙事方式、背景音乐、广告信息）均对旅游短视频用户参与度存在显著影响。不存在可单独构成高用户参与度必要条件的单一因素，用户参与度实则为多因素协同作用的结果。值得注意的是，社会层面因素在激发旅游短视频用户高参与度方面发挥着普适性作用。进一步通过fsQCA分析，本研究识别出六种可实现高用户参与度的条件组态，并将其划分为内容驱动、双维度协同驱动与综合联动三类路径类型。本研究揭示了旅游短视频用户参与度背后的复杂逻辑，可为旅游短视频的内容营销与推广策略提供具有参考价值的思路。