Study On The Influence Of Short Tourism Videos On College Students’ Tourism Decision-Making

With the innovation of Internet technology and the construction of 5G communication,short video,as a new form of social media,presents an explosive development trend.Viewing short videos has become an important way of entertainment and leisure in modern life.Meanwhile,short videos have also become an important means of tourism promotion.As short video is the popular direction of tourism marketing nowadays,college students,as natives in the network information era,are increasingly influenced by short video information in their travel decisions.The large college students in China are an important part of the tourism consumers.Aiming at this group,how to attract and generate tourism behavior through short video marketing is the key to develop the college students tourism market.Through literature review,it is found that domestic and foreign scholars’ researches on short video mainly focus on government affairs,e-commerce,book sales,etc.,and there are few researches on the combination of short video and tourism.Based on the SOR theoretical model,technology acceptance model and immersion theory,and with perception matching degree and immersion as mediating variables,this study explores the influence mechanism of content features of short tourism videos on college students’ travel decisions.Questionnaire survey was adopted in this study.After the preliminary survey to test the reliability and validity of the questionnaire,the formal survey was started.SPSS22.0 and AMOS21.0 were used to analyze the survey data.The results show that:(1)Some dimensions of features of short travel video content have significant positive effects on users’ internal state,among which,usefulness,ease of use and interactivity have significant positive effects on users’ perceived match,and usefulness,interactivity and entertainment have significant positive effects on users’ immersion experience.(2)perception matching degree and immersion of intermediate variables have significant positive effects on tourism decision-making;(3)Perceived matching plays a mediating role in the positive influence of usefulness,ease of use and interactivity on tourism decision-making,while immersion in usefulness,interactivity and entertainment plays a mediating role in the positive influence on tourism decision-making.The research conclusions lay a foundation for the improvement of short tourism video marketing,and also provide theoretical guidance and reference for short tourism video platforms,tourist destinations and short video bloggers to design short tourism video content.First,emphasize information output and pay attention to the usefulness of content;Second,expand communication channels and enhance transmission and reception interaction;Third,to serve specific groups,reflecting the vertical.