Research On How Video Marketing Influences College Students’ Travel Intention

With the maturity of the tourism market, competition in the tourism industry become increasingly fierce, thus a huge market of travelling among university students has attracted the attention of developers. Targeted marketing is an effective way to get the target market. However in recent years, tourism consumers become more rational, consumers start to contradict traditional marketing and information dissemination. At this point, video marketing with characteristics of invisibility, filtering difficulty and notable outcome has attracted developers. Video marketing, a special and emerging marketing approach, has been successfully applied to the tourism industry, while currently there is still a lack on theoretical studies related to tour video marketing. This paper summarizes the current research achievements, then systemically classifies video marketing, thus further improves video marketing theory. Meanwhile, this paper attempts to build video marketing impact pathway model from the perspective of intention of travelling among college students, with a reference of existing scale, design questionnaire, obtains data by scenarios experiments and questionnaires. Through the analysis of the obtained questionnaire, this article comes out the conclusions on how Video Marketing influence Students travel intentions: video marketing stimulates students then makes them come into travel motivation to travel and forms attitudes towards the formation of a tourist destination, tourism intentions could be formed under the influence of the interaction between tourism motivation and attitude towards tourist destination; through comparison between TV drama marketing and marketing topics, this paper finds out that TV drama is better than feature documentary due to its attractive story and famous movie star. With the comparison between natural beauty and unnatural scenery, the former is better marketing effectiveness due to students’ highest motivation in original purposes of travelling---getting close to nature. At last, this article concludes the corresponding recommendations which based on travel case study.