Research On The Impact Of Tourism Short Video Marketing On College Students’ Tourism Intention

As an important product of the era of fragmentation,short video broke into consumers’ lives with an unstoppable attitude,and has become the main means of tourism promotion.The "marriage" between short video and tourism is quietly changing the public’s tourism habits.College students,as a group that can not be ignored in tourism,how to use short video publicity to improve college students’ attitude and affect their willingness to travel is the key to seize the college students’ market.Short video marketing has a good promoting effect on the development of tourism.As the main users of network social technology,students are more vulnerable to the influence of short video marketing and have tourism desire.Therefore,short video marketing is targeted for young groups.Firstly,this study clarifies the development process of short video,combs the relevant theories of short video marketing and tourism intention,and constructs the impact model of tourism short video marketing on College Students’ Tourism Intention Based on the technology acceptance model(TAM),combined with hedonism theory,perceived trust,perceived risk and other psychological theories,The results show that:(1)perceived usefulness,perceived pleasure,perceived trust,have a positive impact on College Students’ attitude towards short video marketing and tourism intention;(2)Perceived risk has a negative impact on College Students’ attitude towards short video marketing;(3)College Students’ attitude towards short video marketing plays an obvious intermediary role in the impact of perceived usefulness,perceived pleasure,perceived trust and perceived risk on tourism intention;(4)College Students’ attitude towards short video marketing has a significant positive impact on College Students’ tourism intention;(5)Product involvement plays a positive role in perceived risk and attitude towards short video marketing;(6)Perceived ease of use has no direct and significant positive impact on College Students’ attitude towards short video marketing and tourism intention;(7)Perceived risk has no direct and significant negative impact on College Students’ tourism intention.According to the empirical research conclusion,This paper puts forward countermeasures and suggestions to optimize and improve tourism short video marketing from four aspects:(1)pay attention to the parallel improvement of content quality and data security;(2)pay attention to the usefulness of content and accurately locate the audience;(3)pay attention to marketing interaction and enhance recognition;(4)Introduce interesting topics and events to improve the entertainment experience.Finally,this paper discusses the innovation,lack of research and future prospects of this research,in order to improve the effect of tourism short video in tourism destination marketing,and provide reference and suggestions for the research of tourism short video marketing copywriting in academic circles.