Study On The Influence Mechanism Of City Propaganda Film On Tourists’ Visiting Intention

China will enter the era of mass tourism during the 14 th Five-Year Plan period,according to The State Council’s tourism development Plan.With the advent of the era of mass tourism,the competition among tourists in tourist destinations is becoming increasingly fierce.In the era of mobile Internet,video publicity can carry more information about tourist destinations and make tourists feel immersive,so that tourists can have a sense of identity with tourist destinations and thus have the intention to travel.As an effective way to promote tourist destinations,city propaganda film can fully display the historical and cultural,natural landscape,man-made landscape and other information of tourist destinations,so that the audience can have a more intuitive,accurate and comprehensive understanding of the tourist destination,thus generating tourism intention.Therefore,by studying the influence mechanism of city propaganda films on tourists’ visit intention,this paper enriches the research on the pre-influencing factors of tourism intention on the one hand and also enriches the application of communication in the field of tourism.On the other hand,from the perspective of audience reception,we should optimize the production of tourism destination city promotional videos,enrich the publicity methods of tourist destinations,improve the effect of urban communication,provide managers with publicity suggestions of tourist destinations,and thus improve the tourism intention of potential tourists to the destination.This paper uses qualitative and quantitative research methods to explore the impact mechanism of city propaganda films on tourists’ visit intention.Firstly,this paper reviews the research on the influence of tourism advertising on destination image,the research on the effect of tourism advertising,the research on the influence of the pre-factors of tourism intention,the research on the influence factors of specific tourism intention,and the relationship between self-construction and individual motivation,behavior and sense of identity,determines the theoretical basis of this paper,and finds the gaps in the existing research according to the literature review and related theories.Secondly,on the basis of full study of relevant literature,the research hypothesis of this paper is proposed,and on the basis of existing research,the theoretical basis and rationality of the hypothesis are discussed.Then,this study conducted interviews with the research objects and determined the measurement items of each variable in combination with the existing studies to form a preliminary questionnaire.Through the pre-investigation,the questionnaire was purified to form a formal questionnaire.Questionnaires were distributed to different groups,and firsthand data were collected.SPSS and AMOS were used to analyze the demographic characteristics and structural equation of the data.The empirical test results showed that the three elements of city advertising video,language interpretation and music melody significantly affected the sense of identity,and the program sense of identity significantly affected the local image identity.However,program identity has no significant effect on local emotional identity,and independent self-construction has no significant positive moderating effect on identity and tourism intention.Therefore,among the 20 hypotheses in this paper,16 hypotheses have been verified,and 4 hypotheses have not been verified.The possible reasons for the hypotheses that have not been verified have been explained.Finally,this paper discusses and analyzes the conclusions of this research,summarizes the deficiencies of the research and the prospects of future research,and puts forward the management enlightenment from the perspective of the production elements of urban propaganda film and the efficiency of urban image communication.There are two innovations in this study.First,the city image promotion film is taken as the starting point,which provides a new perspective for the research on the generating mechanism of tourism intention.The other is to integrate the elements of urban propaganda film and the psychological response of tourists into the unified research framework and deconstruct the influence mechanism of the elements of urban propaganda film "black box"..