The Influence Of Jinan City Image On Tourists’ Choice Of Travel Intention In Douyin

The Internet and big data are thriving and growing.New things continue to emerge,and we media gradually cover all aspects of People’s Daily life,becoming an indispensable existence.Among them,short video is the mainstream we media.Short videos are based on an algorithm that captures people’s interests and hobbies to achieve precise delivery.The generation and dissemination of short videos bring opportunities to all walks of life.All industries hope to improve their business with the help of short videos,especially in the field of tourism.Short videos can create a popular "Internet celebrity city" and bring more convenient and diversified channels for urban resources to spread.Douyin Short video(hereinafter referred to as Douyin)is one of the fastest growing and most popular short video platforms.Since its launch in 2016,Douyin has presented batches of tourist cities in front of the public with its novel gameplay.Therefore,cities can use Douyin to build their own urban image.This study takes Jinan City as an example to explore whether Douyin netizens will have the desire to travel to Jinan due to Douyin videos,and at the same time to explore what factors can cause the willingness to travel.Based on a comprehensive analysis of relevant studies at home and abroad and theoretical basis,combined with the characteristics of Douyin itself,four influencing factors are selected from the factors that affect tourists’ travel intention.Based on such factors as technology,cognitive image,entertainment and tourists’ value perception,a model of the impact of Jinan city image depicted in Douyin short video on travel intention is established.Finally,411 valid questionnaires were collected.SPSS22.0 was used to analyze the survey data,and descriptive analysis methods,reliability and validity investigation,variance coefficient analysis,correlation analysis and regression analysis were used to carry out empirical research on the samples.The results show that there is a significant positive correlation between travel intention and technical factors,cognitive image,entertainment and value perception,in which value perception factor has the greatest impact on users’ travel intention,and entertainment has the highest impact on users’ value perception.Meanwhile,through descriptive statistical analysis,it is found that female Douyin users and young Douyin users are more likely to accept the influence of these factors on their travel intentions.Based on the research results and findings,the following suggestions are put forward: pay attention to female tourists and promote them effectively;Seize the young market to achieve effective delivery;Explore excellent tourism products and create new tourism media alliance;Enrich diversified business forms and enhance value perception;Strengthen cooperation with we media to promote tourism development in Jinan.