伴随着旅游大众化和互联网新媒体时代的到来,融商业性与艺术性为一体的旅游微电影成为旅游目的地全新的、有效的营销手段。如何提高旅游微电影的创作质量来达到预期的营销目的,是旅游目的地关注与思考的问题。本文以绍兴首部旅游微电影《樱为爱情》及其续集《樱为爱情2--五月之恋》为例分析了其营销效果及成功原因,并提出若干关于旅游微电影营销构想以供参考,希望创作出更多品质优良、营销效果良好的作品。 With the popularization of tourism and the advent of the new media era of the Internet, the tourism micro-movie that integrates commerciality and artistry has become a brand-new and effective marketing tool for tourist destinations. How to improve the creative quality of tourism micro-film to achieve the expected marketing purpose is the concern and thinking of tourist destinations. This paper analyzes the marketing effectiveness and successful reasons of Shaoxing’s first travel micro-movie “Sakura Love” and its sequel “Sakura Love 2-May Love”, and puts forward some suggestions on the marketing micro-movie marketing idea for reference , Hoping to create more excellent quality, marketing works well.