How Does "Out Of Circle" Drive Travel ? A Study On The Influence Of Long Video On The Willingness Of Potential Tourists To Travel

Starting from the phenomenon that "potential tourists are likely to have tourism intentions after watching the long video",inspired by the theory of "narrative transportation",based on SOR theory and multimodal discourse analysis,this paper focuses on the influencing factors and mechanism analysis of potential tourists’ willingness to travel,as well as the narrative strategy and meaning generation mechanism of Hexi Corridor.Based on the rooting theory,the short comments of the documentary "Hexi Corridor" on the Douban platform were coded and analyzed,and the formation mechanism of potential tourists’ willingness to travel was constructed.In addition,through multimodal discourse analysis of the narrative strategy of Hexi Corridor,the representation of "out of circle" long videos is summarized.Through text analysis of the audience’s feelings and views,verify the path of long videos to attract potential tourists and stimulate their travel intentions.This study constructs the formation mechanism of potential tourists’ willingness to travel.The main conclusions are as follows:(1)Narrative quality is the basis for realizing "out of circle" of long videos,and long video needs to be "storyline" and "plot detail";(2)Empathic immersion is the key to stimulate potential tourists’ willingness to travel.Finally,some suggestions are put forward for the current tourism destination marketing:(1)tourism destination marketing should pay attention to the quality of content and vertically deepen the content;(2)Content communication needs to establish resonance with the audience in order to stimulate potential tourists to have tourism intentions.