Research On The Influence Of Short Video Opinion Leaders On Tourists' Destination Intention

With the development of technology,especially in the 5G era,short video has rapidly entered the marketing.And both its individual and business users are increasing.Therefore,short video has gradually become an important window for tourism information.The destination information released by some opinion leaders has made a key impact on the tourists' behavior intention.Therefore,along with the rapid development of the short video marketing,how to apply the short video opinion leaders to effective marketing for tourism,and what kind of characteristics of the opinion leaders helps enhancing potential tourist destination intention,are trending the tourism study.By using the theory of consumer behavior,"Stimulus-Organism-Response "(S-O-R theory),perceived value theory,and the theory of behavior intention to build the theoretical model to study the intention behavior of tourists,taking the short video opinion leaders(including their characteristics as professionalism,attraction,popularity,interactivity)as independent variables,tourists' overall perception of the destination(including cognition and emotion)through the short video of the destination released by opinion leaders as the mediating variables.Combining designed questionnaire surveys in previous studies with 55 pieces of sample data,the initial questionnaire is formed after a preliminary validation the impact of the short video on destination intention with chi-square and a small-scale interview on the basis of literature review to confirm the variates to study,taking the Douyin platform as an example.With the modification on the unreasonable items in the questionnaire,the final questionnaire survey is determined.A total sample size of 723 pieces of data were received.After removing unreasonable data,455 pieces of valid data were finally obtained and has carried on analysis using SPSS 24.0 & AMOS 24.0software for the frequency analysis,new validity test,description statistics,correlation analysis,regression analysis,the mediation effect analysis,and the Structural Equation Model(SEM)analysis,to further understand the influence relationship and degree between short video opinion leaders and the destination intention of tourists.The research results show that short video opinion leaders have a positive impact on tourists' destination intention.Among them,except that the popularity of short video opinion leaders has no positive effect on the tourists' destination intention,other hypotheses have been effectively verified as follows: 1.The short video opinion leaders have a positive impact on tourists' perceived value;2.Tourists' perceived value to destination has a positive influence on tourists' destination intention;3.The short video opinion leaders have a positive impact on tourists' destination intention;4.Tourists' perceived value to destination plays a mediating role in the relationship between short video opinion leaders and tourists' decision of destination intention.This study shows that in the tourism industry,short video opinion leaders have a positive impact on tourists' destination intention.Tourism enterprises should effectively give full play to their commercial value according to the characteristics of short video opinion leaders,and pay attention to the impact of short video opinion leaders' short videos on tourists' perceived value.By studying the relationship model between short video opinion leaders and tourism destination intention and verifying it with empirical research,this paper enriches the theories related to short video opinion leaders and tourists' destination intention,and provides some guidance and suggestions for tourism destination related enterprises to effectively use short video to carry out marketing strategies.