Engineering the Travel Vlog: A Comparative Study of Travel and Adventure Content on TikTok in West and Douyin in China

School of the Faculty of International Education College, Jiangsu University of Technology, Changzhou, Jiangsu, 213000, China

^* Corresponding author: laojie@ldy.edu.rs

Abstract

This study investigates the differences in travel videos on China's new media platform Douyin and Western new media platform TikTok across multiple aspects. By analyzing a sample of 100 popular travel videos from each platform, the study identifies differences in thematic focus, production techniques, user interaction, and cultural and technological influences. Douyin emphasizes natural scenery and cultural heritage, reflecting Chinese cultural values, whereas TikTok focuses on urban exploration and modern attractions, aligning more with Western preferences for individualism and adventure. In terms of production techniques, Douyin travel influencers prefer using drones and stabilizers for high-quality footage, while TikTok travel influencers favor dynamic, fast-cut editing styles. User interaction on Douyin is community-driven and detailed, whereas on TikTok it is concise and trend-oriented. These findings highlight the roles of culture and technology in shaping content creation and consumption on both platforms, providing insights for content creators and marketers aiming to effectively promote travel on these platforms.