The Influence Of Travel Short Videos On Travel Intention Of The Post-90s Generation From The Perspective Of Para-Social Interaction

The maturity of mobile network technology and the vast network users have led to the development of social media.Short video as a new medium is showing a trend of vigorous growth.Travel short video has become a new driving force for developing the tourism market by its characteristics of authenticity,novelty,immersion.At the same time,with the development of the times,the post-90 s generation gradually becomes the leading consumer of the tourism market.Growing up in the Internet era,the post-90 s generation is deeply influenced by online tourism information and formed a new way of tourism.Understanding and paying attention to the influence of travel short videos on the post-90 s generation will release the tourism market potential and promote the development of the tourism industry.Based on the above background,this paper studies the influence mechanism of travel short videos on the post-90 s generation’s travel intentions from the perspective of para-social interaction.Combined with the para-social interaction theory,attachment theory and existing literature,the blogger’s appearance attractiveness,social attractiveness and information attractiveness of travel short video are selected as independent variables,with para-social interaction as the mediation variable,attachment anxiety as the moderation variable and travel intention as the dependent variable.Construct the research model of this paper and propose a series of research hypotheses.This paper analyzes 394 questionnaires through SPSS and Amos and draws the following conclusions:(1)The blogger’s appearance and information attractiveness of travel short video have a direct and positive impact on the post-90 s travel intentions;(2)The social attractiveness and information attractiveness of travel short video positively affect the formation of para-social interaction,and the social attractiveness of bloggers has the most decisive influence on para-social interaction.(3)para-social interaction mediates between travel short videos and post-90 s travel intentions;(4)Attachment anxiety positively moderates the relationships between travel short videos and para-social interaction.According to the research conclusions,this paper puts forward the following marketing suggestions:(1)Improve the attractiveness of tourism short video information by improving the quality of content and innovating the form and style,thereby enhancing the image of the tourism destination;(2)Conduct marketing cooperation with highly-matched Internet celebrities to accurately locate potential tourist groups and improve marketing effects;(3)The tourism destination cultivates media characters that fit its tourism image,operates stably for a long time,and enhances the lasting effect of marketing.