Research On The Impact Of Tourism Short Video On Tourists' Travelling Intention

With the rapid development of digital technology,social media content has developed from text and picture to short video.And short video has become one of the most popular form of entertainment.Consumers are spending more and more time watching short videos.At the same time,short video marketing has gradually attracted the attention of various industries.In the tourism industry,under the concept of short video + Tourism,some cities have become well-known cities on the net through short video marketing.Many tourism companies also began to use short video marketing for publicity.However,people do not know how short video can promote consumers to travel,and it is difficult to evaluate the marketing effect of short video only based on the communication effect,Short video marketing seems to be difficult to operate effectively.So it has great significance to study the impact of tourism short video on travel intention,and it also can give tourism company some effective suggestions about short video marketing.This paper is based on SOR theory,trust theory,emotional response theory and some research about content marketing.This paper uses case study and empirical research methods,combined with qualitative analysis and quantitative analysis,analyzes the theme park marketing case,and discusses the formation mechanism of the relationship between short video and consumers' travel intention.Most research about new media + tourism focuses on the qualitative perspective,but less on the quantitative perspective.The innovation of this paper is mainly includes the innovation of research angle and research method.From the perspective of research,this paper starts from the theme park,which is a subdivided tourism destination,and takes the short video marketing activities of Shanghai Disneyland,which is the first in the theme park industry in China,as a case,This paper deeply explores the impact of mobile short video,as a specific type of tourism product with individual characteristics,on tourists' travel intention;In terms of research methods,this paper does not only use the summary of qualitative research to draw conclusions,but uses the method of empirical research,combined with qualitative and quantitative analysis.In the process of empirical research,this paper first establishes a research model based on theory and case analysis;A total of 453 questionnaires were collected,62 invalid questionnaires were excluded,and 391 valid questionnaires were involved in data analysis.Finally,SPSS and Amos software are used to test the reliability and validity,hypothesis test and other data analysis.The conclusion is that the impact of tourism short video on tourists' travel intention can be divided into five dimensions:content entertainment based on content marketing,content functionality,content interactivity,content professionalism based on trust theory and content authenticity,And each dimension has a positive impact on travel intention.According to the research conclusions,this paper gives four short video marketing suggestions: Based on the real situation of scenic spots,create a real experience of short video;Do a good job in the integration of tourism information embedding and short video entertainment characteristics;Establish a good social media cognition and literacy,and give consideration to the functionality and interactivity of tourism short video;Strive to convey tourism professional knowledge accurately and accurately.This paper suggests that tourism enterprises should pay attention to the authenticity of tourism short video content,enhance the entertainment of tourism short video content,give consideration to the functionality and interactivity of tourism short video,and pay attention to the professionalism of tourism short video..