The Influence Of Internet Opinion Leaders On University Students' Tourism Decision-making Based On Douyin Short Video

In the context of the rapid development of "Internet plus social networking" in China,short videos have emerged as a derivative.Recent short video users continues to increase,short video as the carrier of information has become the important way of tourism information sharing and dissemination,at the same time,the development of the short video and produce many tourist class short video opinion leaders,they travel through their own influence and share information,important influence on tourism consumers' decisions.Douyin short video platform is a social media that mainly focuses on short music videos,and its users are mostly young people.The tourism market of college students in China is promising.College students accept new things quickly and are the main users of short videos.Meanwhile,their words and actions and decisions are easily influenced by others.Therefore,this thesis takes college students as the research object to deeply explore the influence of network opinion leaders in Douyin short videos on their travel decisions,in order to improve the social value of short video platform and the quality of college students' travel decisions.In this thesis,S-O-R theory(" stimulus-organic-response " theory)is taken as an important basic theory.Firstly,literature on network opinion leaders,consumer decision-making behavior and tourism decision-making are sorted out as the theoretical basis for research.Furthermore,visibility,interaction and professional opinions are selected as the three individual characteristic factors,video timeliness,visual retrieval and information quality are selected as the characteristic factors of recommended videos,The research model of this thesis is constructed by selecting perceived value as an intermediary variable factor.Then,taking college students as the research object,empirical research is conducted on the influence of opinion leaders on college students' tourism decision-making,including basic information statistics,difference analysis,correlation analysis,regression analysis and mediation effect analysis.Finally,conclusions are drawn and suggestions for development are put forward.The results show that :(1)Internet opinion leaders of douyin short videos have a higher influence on college students' tourism decision-making;(2)Visibility,interaction,professional opinion,video timeliness,visual retrieval and information quality have a significant positive impact on perceived value of college students,and the order of impact on perceived value is video timeliness > visibility > professional opinion > visual retrieval >interaction > information quality;(3)Visibility,interaction degree,professional opinion,video timeliness,information visual retrieval and information quality have a positive impact on college students' tourism decision-making.The order of impact on tourism decision-making is visual retrieval > professional opinion > interaction degree > information video timeliness > information quality > visibility.(4)The mediating variable perceived value has a great influence on college students' tourism decision-making behavior.