| Relying on the development and progress of technological networks in recent years,China’s sustained development in short video media software and the rapid growth of network users,the audience of short video software is a very large economic resource,and the audience source of short video software is extensive,providing a large number of customer sources for various industries in the development of the economy and broadening of marketing routes.Taiyuan Fangte Theme Park was opened in July 2021,and is a fresh blood among theme parks across the country.Therefore,using new marketing methods such as short video marketing can more effectively assist the development of tourism enterprises.For theme parks,only by deeply understanding tourists’ attitudes towards short video marketing can they better carry out marketing activities.Therefore,it is necessary to identify the impact of short video marketing on tourists’ decision-making.This study combines content marketing theory with consumer behavior theory,and derives five variables from the AISAS model,namely attention,interest,search,action,and sharing.With tourist decision-making as the dependent variable,it constructs a research model on the influencing factors of tourist decision-making in short video marketing scenarios,and proposes relevant assumptions.Data collection was conducted through questionnaires,and the collected data was processed using SPSS data analysis software.The following conclusions were reached through analysis: In the context of short video marketing,the content of short videos has a positive impact on tourists’ decision-making.At the same time,the click rate of short videos is also positively affecting tourist decision-making.Opinion leaders have a positive impact on tourist decision-making.At the same time,tourists’ decision-making is also influenced by brand keyword search factors.Topic publishing has a positive impact on tourist decision-making.At the same time,the value conversion rate of short tourism videos also has a positive impact on tourist decision-making.Based on the conclusions,marketing suggestions are given to provide reference for the tourism industry to carry out short video marketing. |
