The Influence Of Urban Short Video Communication On College Students'Travel Intention

With the prosperous development of global tourism accompanying is tourism,the competition between cities,a short video as a new transmission carrier for the publicity has brought the new development of urban tourism resources motivation and opportunity,"web celebrity city" bring a surge in tourist trips and income fully highlighted the short video transmission force,but also because is to use the spread of new forms of tourism,domestic research has also scattered,lack of systemic and in field.Based on this background,this article takes the city official's short video as the research object,based on the theory of technology acceptance model,introducing the theory of immersed sense perception in the pleasure and symbolic interaction theory in the interactive,will be a short video features divided into perceived usefulness,perceived ease of use,pleasure perception,perception interactive four aspects,and thus build a short video will affect tourism model.This paper adopts literature research method,questionnaire method and statistical analysis method to ensure scientific and accurate research through quantitative and qualitative research.Hypothesis model based on the above research,the production item developed into questionnaire,through the network questionnaire distribution and recovery in order to obtain the data,in the preliminary investigation,a total of 60 questionnaires,recycling effective questionnaire of 46,recycling effective rate was 76.7%,using SPSS software,the reliability and validity inspection found good scale as a whole.A total of 327 formal questionnaires were issued,and 276 were finally recovered.After eliminating invalid questionnaires with response time of less than 50 seconds,the number of valid questionnaires was 276,and the qualified rate of samples was 84.4%.The sample data were tested for validity and reliability.Eleven of the final hypotheses were true and one was not supported.The results show that perceived usefulness,interaction of gratitude and perceived pleasure positively affect college students' travel attitude and willingness to travel.Perceived ease of use positively affects travel intention,but has no obvious correlation with travel attitude.Tourism attitude plays an intermediary role between perceived usefulness,perceived ease of use,perceived interactivity,perceived pleasure and tourism intention.Finally,according to the data analysis results,reasonable and feasible Suggestions on how to make better use of short video communication tourism resources are put forward to the city official managers.