The Study On The Influence Of Short Video Marketing On Tourists’ Consumption Behavior Intention

With the development of the internet industry and the popularity of 4G and 5G mobile terminals,short videos have gradually become a part of people’s daily lives,and traditional advertising marketing has gradually shifted towards short video platforms.Short video marketing has become an important form of modern marketing,attracting users through vivid and interesting video content,conveying brand information,enhancing user experience and brand awareness,and it has significant importance.Influenced by the COVID-19 pandemic,short video marketing for tourism has flourished in recent years,promoting various tourist destinations and attracting the attention of the tourism and academic industries.Currently,research on short videos mainly focuses on fields such as books,agricultural products,clothing,beauty,news,and government affairs,with limited research on the integration of short videos and tourism.This study explores the impact of short video marketing on tourists’ consumption behavior intention by integrating the Planned Behavior Theory,Interactive Ritual Chain Theory,Perceived Value Theory,and Technology Acceptance Model from the perspective of people’s perceived value of short video marketing.This study takes short tourism videos in Haitang Bay,Sanya as an example to explore the impact of short video marketing on tourists’ consumption behavior intention.After pre-survey and formal investigation,empirical analysis was conducted using SPSS 23.0and AMOS 28.0.The results show that perceived value(perceived pleasure,perceived usefulness,perceived interactivity,and perceived credibility)has a significant positive impact on behavioral attitude,and behavioral attitude has a significant positive impact on consumption behavior intention.Behavioral attitude plays a mediating role between perceived value(perceived pleasure,perceived interactivity,perceived credibility)and consumption behavior intention,but there is no mediating effect between perceived usefulness and consumption behavior intention.Subjective norms have a moderating effect on behavioral attitude and consumption behavior intention.To supplement the shortcomings of the empirical analysis and confirm users’ specific concerns about the perceived value of each dimension,this study conducted a manual analysis of the short video content and used a combination of machine and manual comprehensive frequency and theme analysis to cross-validate the three dimensions of perceived pleasure,credibility,and usefulness of tourists or potential tourists’ perceptions of short video content.Finally,this study provides countermeasures and suggestions for short video marketing in the Haitang Bay area from the four dimensions of perceived value,further enhancing customers’ perceived value of short video marketing and increasing tourist conversion rates,promoting the development of tourism in the Haitang Bay area.