| With the application of 4G technology and the coverage of wireless network,video shows a strong transmission advantage.As users' mobile terminal usage tends to be fragmented,short video becomes the most suitable transmission carrier and expression carrier for users' usage habits.The rise of short video has brought many tourist destinations into the public view and gradually attracted the attention of the tourism industry and academia.Found that in literature scholars at home and abroad,the study of short video is focused on the development present situation,problems,development trend and countermeasures,social value,the impact on the user's mechanism,the recommendation algorithm optimization,etc.,research areas focus on news,e-commerce,e-government,books,etc.,and a short video with the combination of tourism research results are very few,especially the short video on tourist behavior intention to study the influence of more scarce.This research is to travel a short video as a starting point,under the research paradigm of S-O-R model,PAD Model of Affect,flow theory,the extraction effect of short video user tourism factors that influence the behavioral intention of and through the analysis of the effect of each variable relationship,construct the conceptual model of this study,the effects of behavioral intention short video to tourist paths,and empirical research.This study selected Xi 'an tourism short video as the research object,through the preliminary survey and formal survey,using SPSS22.0 and AMOS21.0 to analyze the survey data.The results show that: tourism short video can stimulate the behavior intention of users,among which,information and interactivity can stimulate the emotional arousal of users,entertainment and customization can promote users to enter the immersive experience;Both arousal and immersion have significant positive effects on tourists' behavioral intention.The mediating effect test shows that information and interactivity have an impact on tourism behavioral intention through the chain mediating effect of arousal and immersion.Immersion plays a complete mediating role between entertainment and tourism behavioral intention,and immersion plays a partial mediating role between customization and tourism behavioral intention.The research results show that,as an external stimulus,tourism short video can stimulate users' intention of "punching in" through psychological experience such as arousal and flow.It is a tourism marketing medium that is very suitable for users' needs.Finally,based on the above research results,the following suggestions are put forward for the tourism short video marketing of the destination government and enterprises: First,grasp the "information" and do a good job in the content design of the tourism short video;The second is to inject "entertainment elements" to enhance the attraction of tourism short video;Third,actively interact with fans to increase user loyalty;Fourth,precision marketing target groups to guide users to accelerate psychological confirmation.The main innovations of this study are as follows: First,combining short video with tourism,and defining the concept of tourism short video;The second is to construct the conceptual model of the impact of tourism short video on tourists' behavioral intention;Thirdly,two mediating variables,arousal and immersion,are introduced from the perspective of psychology,and the chain mediating effect of "arousal and immersion" is verified. |
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