Study On the Influence of Short Video on Tourism Behavior Intention
DOI: https://doi.org/10.62517/jbdc.202301109
Author(s)
Jiali He*, Yanjing Gao, Lixuan Yan, HaoLin Xing, Mengnan Chen, Yuqing Ding
Affiliation(s)
School of Geography and Tourism, Huanggang Normal University, Huanggang 438000, Hubei, China
*Corresponding Author
Abstract
Tourism short video has a huge impact on the development of the tourism industry. More and more individual tourism industry, enterprises and institutions have entered the short video platform and use short video to carry out marketing and publicity. Based on the heart flow theory, this study studied the influence of short video on tourism behavior intention by questionnaire survey. The results show that the information and entertainment of short tourism video positively influence the intention of tourism behavior through the mediation effect of happiness, and the interactivity and customization have a direct positive influence on the influence of tourism behavior. Finally, this study proposes corresponding countermeasures based on the results.
Keywords
Tourism; Short Video Platform; Marketing Publicity
References
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