Research On The Influence Of Short Video On Tourists’ Travel Decision-making

With the development of mobile Internet,social media has become the mainstream application of mobile Internet.In particular,mobile short video,because of its short and convenient characteristics,quickly occupies the fragmented time of users and becomes one of the main channels for users to share life,socialize and discover society.After several years of development,the monthly active users of Douyin short video have exceeded 600 million,which has greatly changed people’s life and entertainment.It has also accelerated the dissemination and development of tourism related enterprises.How Douyin short videos change tourists’ travel decisions,and how tourism enterprises use Douyin short videos for marketing and promotion have become widely concerned topics.Firstly,this paper analyzes and summarizes the characteristics of Douyin short video platform,and finds that Douyin’s personalized content recommendation mechanism and decentralized algorithm strategy provide a relatively equal sharing platform for the majority of users.The cultural tourism industry has also been greatly developed in Douyin.This paper conducts research through interviews and questionnaires.First,through the questionnaire survey of short video users,SPSS 22.0 and amos24 are used to process the questionnaire data,and establish a structural equation model.It is found that personalized recommendation algorithm can significantly improve the user’s use experience,opinion leaders can significantly improve the user’s trust and pleasure,and interactive behavior can help improve the content exposure.Then,this paper interviewed the tourism related enterprises and the staff of Douyin platform to understand the views and plans of the current cultural and tourism enterprises on the marketing of Douyin short videos.It was found that some enterprises did not pay enough attention to the marketing value of Douyin short videos and did not have the corresponding operating capacity.At the same time,the interview with some staff of Douyin platform found that the Douyin platform is still vague and has no clear direction for the development of the wine and tourism industry,Product capabilities also need to be followed up.Finally,according to the above research,this paper draws the following conclusions: tourism enterprises should pay attention to the marketing value of Douyin short videos,pay attention to the importance of opinion leaders,actively interact with users,and play the role of service providers to improve the operation ability of short videos.From the perspective of Douyin platform,we should clarify the development direction of the cultural and tourism industry,and improve the platform product capabilities to help businesses operate and improve user experience.Through the research of this paper,we hope to give more cultural and tourism enterprises clear marketing guidance,and also play a certain guiding role in the development of cultural and tourism industry on Douyin platform.