The Influence Of Online Opinion Leaders On Female Youth Tourism Decision-making

With the advance of Internet technology,the number of users of short video has been rising continuously in recent years,and short video has become an important tool for spreading information,as well as a channel for sharing and disseminating tourism information.In addition,the development of short video has spawned a group of tourism short video opinion leaders who,with their influence and ability to provide travel-related information,have an important impact on consumer decision-making.Shake It Off is a social media app with a short music video theme,and its user base is mostly young.The domestic female youth tourism market has great potential,female youth groups are open to new things,they are the main users of short videos,and their consumption behavior is influenced by others.Taking young women as the study subjects,this study delves into the influence of online opinion leaders on their travel decisions in jitter short videos.The aim of this study is to improve the quality of travel decisions for young women,so as to bring more social value to jitter short video platforms.In this thesis,the literature on online opinion leaders,consumer decision making behavior and travel decision making is organized by S-O-R theory,which provides a solid foundation for related theoretical research.Using popularity,interaction and professional opinion as individual characteristic factors,video recommendation characteristics such as timeliness,visual retrieval and information quality,and perceived value as intermediary variables,a research model involving video recommendation is es Tab.lished.Taking young women as the research object,this study uses empirical analysis to explore the influence of opinion leaders on young women’s tourism decision-making,including statistical information analysis,differential analysis,correlation analysis,regression analysis and mediating effect analysis.An empirical study was conducted on the tourism decision-making behavior of young women,the influence of opinion leaders was discussed,and basic information statistics,differential analysis,correlation analysis,regression analysis and mediating effect analysis were used.According to the comprehensive analysis,the countermeasures to solve the problem are summarized and effective suggestions are formulated for the future development.(1)Influential female opinion leaders on Douyin’s short video platform have a significant positive impact on the perceived value of young women.The timeliness of videos is a key factor affecting their value,while factors such as notoriety,professionalism,interactivity,and information quality are also important in shaping their value.(2)Influential female opinion leaders on Douyin’s short video platform have a significant positive impact on young women’s travel decisions,with interactivity being the most significant factor in travel decision-making,while notoriety has the weakest impact.(3)Perceived value ha s a significant positive impact on young women’s travel decisions,with the personal characteristics of opinion leaders on social media platforms having an influence of up to 89% on travel decision-making behavior,and their level of recognition is highly regarded by their audience.In Douyin’s short videos,professional opinions also play an important role.