Research On The Influence Of Government Officials' Cultural Tourism Short Videos On Consumers' Travel Intention

With the rapid development of new media platforms,people have entered the digital era.As a new form of content transmission,short video has gradually become an important channel for people to obtain information,and "short video+"has also become a new position for innovative development in all walks of life.For the tourism industry,short video has also quietly become a sharp tool to cope with the bottleneck period of tourism marketing,changing the "traditional playing method" of the tourism industry,It has become a new wind vane affecting the cultural tourism industry.Among many types of short videos of cultural and tourism,the short cultural and tourism videos of government officials stand out with their unprecedented form and distinctive IP characteristics,and quickly attract the attention of netizens.After He Jiaolong became popular on the Internet by the end of 2020 because of the video of riding the horse,Liu Hong,the "most handsome director of tourism" in Ganzi Litang,also became a "network celebrity" because of his handsome appearance,Let local scenic spots explode.These officials exude personal charm,win the attention and praise of the masses by displaying the unique beauty,food and culture of their hometown,attract a large number of fans,become "online celebrity officials",convert the online celebrity short video traffic into the number of tourists in their hometown,and create a new opportunity to develop tourism in combination with the online celebrity economy.Since then,more and more cultural and tourism cadres have joined this list.In one or two years,it seems that the directors of cultural and tourism all over the country have been incarnated as tourism bloggers to recommend their hometown patterns,the short cultural and tourism videos of government officialshas become a new trend.In this context,study the successful experience of these popular short video of cultural and tourism of government officials,analyze their communication strategies and characteristics,and explore the factors that can affect consumers’willingness to travel,It is of great value to provide reference for other cultural and tourism cadres who have this idea.In this regard,this paper first makes an in-depth analysis of the propagation characteristics and impact of the short video of cultural and tourism of government officials from the three aspects of the main body,the content and the narrative method through case analysis;Then,according to the"SOR theory","the three-layer effect theory of communication" and other communication theories,a factor model of the influence of the short video of cultural tourism of government officials on the consumer’s willingness to travel was built.The model takes the personal characteristics of government officials(credibility,affinity,attractiveness,interactivity)and the content characteristics of the short video of cultural tourism of government officials(usefulness,interest)as independent variables,The cognitive attitude and emotional attitude of consumers to the tourist destination after watching the video are taken as intermediary variables,and the impact of these variables on consumers’ willingness to travel is analyzedThe research results show that:(1)The influence of each variable on consumers’ cognitive attitude,emotional attitude and tourism willingness is different.Among them,the familiarity,attraction,interactive characteristics of government officials and the usefulness of video content have a significant positive impact on consumers’ cognitive attitude after watching video.(2)The interactive characteristics of government officials and the usefulness and interesting characteristics of video content have a significant positive impact on the emotional attitude of consumers after watching the video,And cognitive attitude also has a positive impact on their emotional attitude.(4)The interactive characteristics of government officials and the useful characteristics of the content of political short videos will have an impact on their willingness to travel under the mediation of users’ emotional attitude and cognitive attitude.Finally,according to the above analysis,the author gives targeted suggestions for government officials to enhance consumers’ willingness to travel from the aspects of communication subject,communication content,communication channel and so on.