Research On The Influence Of VLOG On Tourist’s Behavior Intention——From The Perspective Of Para-Social Interaction Theory

Under the background of rapid development of media technology and upgrading of information production mode,short video,as a new social media network,has profoundly changed the way people acquire information and make behavioral decisions.However,due to the low threshold of short videos,a large number of copies,imitation and even vulgar problems have caused audiences to have higher requirements for the content quality of short videos.Vlog came into being under this background.Vlog provides a new way of expression for recording travel,and it also reshapes the travel behavior of the audience.However,how does Vlog arouse the emotional resonance of tourists under the guidance of Vlogger’s subjective perspective and further influence tourist’s willingness to travel?In the context of Vlog marketing,what is the mechanism of action from Vlog production to audience viewing,and then to tourist behavior intention?Is there an effect of mediating variables?These issues have yet to be analyzed and clarified.From the perspective of para-social interaction theory,this thesis discusses the influence of emerging social media on tourist’s behavioral intention,and attempts to reveal the entire mechanism of the generation from Vlog to the audience’s tourism behavioral intention,in order to enrich the research on tourist’s consumption behavior and provide ideas for the realization of tourism destination marketing promotion.Specifically,under the theoretical framework of para-social interaction,this thesis selects the attractiveness,credibility and similarity of Vloggers,the authenticity and interest of Vlog contents,and the ritualistic and instrumental motivation of Vlog audiences as independent variables,and chooses the PSI as intermediary variable.The influence model of Vlog on tourist’s behavior intention is constructed.Then,consumers who have watched Vlog are taken as research objects to complete the design and distribution of questionnaires.With the help of statistical tools SPSS26.0 and AMOS26.0,the questionnaire data were analyzed to explore the influence mechanism of Vlog on tourist’s behavioral intention.As the results indicate:1.The attractiveness,credibility and similarity of Vlogger have a positive effect on para-social interaction;2.The authenticity and interest of Vlog content have a positive impact on para-social interaction;3.The instrumental motivation of Vlog audience has a positive impact on para-social interaction;4.The ritualistic motivation of Vlog audience has no effect on para-social interaction;5.The para-social interaction between the audience and Vlogger promotes the generation of tourist’s behavioral intention;6.The para-social interaction plays a significant mediating role.According to the above conclusions,this thesis puts forward marketing suggestions from two aspects of tourist destinations and Vloggers themselves.For tourist destinations,Vlogger,Vlog content and Vlog audience are mainly discussed in the following aspects:First,give full play to the influence of Vlogger and increase the popularity of the destination.Second,attach importance to Vlog content marketing and expand tourism promotion channels.Third,grasp the needs of audience segmentation and accelerate the conversion efficiency of tourists.For Vloggers,the following suggestions are mainly put forward from the four aspects of personality positioning,content quality,audience needs and para-social interaction:First,strengthen personality positioning and highlight their own characteristics.Second,pay attention to the quality of content and improve the level of creation.Third,focus on audience needs to achieve precise marketing.Fourth,enhance para-social interaction and increase audience stickiness.