As a public opinion position to convey the spirit of the Party Central Committee and national policies, the Integrated Media Center plays a vital role in publicity work. However, there are also some problems in the process that hinder further development. The integrated media center has the advantages of understanding the direction of publicity, familiar with the local economic and cultural development, and mastering the production of short videos. If the integrated media assists in the production and promotion of short videos, it will have better publicity effects. This article analyzes the problems in the promotion process of short videos for rural users, in order to establish effective working ideas for the media center and promote local cultural inheritance and innovation.

The digital era has brought immense attention to the tourism industry through the pervasive influence of social media. Social media content profoundly shapes travel aspirations among the Chinese Generation Z, mainly through short videos. This study aims to unravel the intricate dynamics between short videos and Gen Z’s travel preferences, shedding light on their motivations, environmental consciousness, and adoption of sustainable tourism practices. Three regression models were applied in this study to shed light on this correlation. The initial model examines factors influencing the general travel intentions of Chinese Gen Z. The subsequent model delves into determinants affecting the adoption of responsible tourism practices among Gen Z. Then, the last model identifies factors contributing to tourism-related environmental awareness among this population. Through empirical analysis conducted via a structured questionnaire administered to 506 Chinese Gen Z individuals, this study’s findings confirm that well-crafted short videos significantly impact the travel intentions of Chinese youth, thereby fostering responsible tourism practices and increasing environmental consciousness. This highlights the pivotal role of argumentation quality and source credibility in shaping Gen Z’s travel intentions, underscoring the importance of credibility in promoting responsible tourism practices and environmental awareness. Furthermore, this study analysis reveals that females exhibit greater susceptibility to the influence of short video content on travel decisions than males. In conclusion, this study emphasizes the critical role of integrating short video content into marketing strategies within the tourism sector, particularly in the Gen Z demographic.