Under the background of the rapid development of initialization and information technology, short video and live broadcast, as emerging media, have become the means of cultural travel content dissemination with the characteristics of intuitive, vivid and interactive. This study combines big data with the “short video + live broadcast” model to optimize the marketing strategy of the cultural tourism industry. A convolution neural network model is built to analyze a large number of short video and live broadcast data, identify factors affecting content dissemination, and provide accurate marketing suggestions. The results show that there is a significant correlation between user behavior and content interaction, and the communication effect of short video and live broadcast on different platforms has its own advantages. This study provides a scientific basis for cultural tourism enterprises to improve the effectiveness of content communication and user engagement in digital marketing.
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