| The development of Douyin short video provides convenient and diversified ways for the construction of Xi ’an city image and tourism promotion.This paper uses the technology acceptance model,consumer behavior theory,emotional contagion and other theories to sort out the categories of Douyin short videos in Xi ’an Datang Sleepless City scenic spot.Based on the previous research results and the technology acceptance model,this paper analyzes the variables that may affect the travel intention,proposes the corresponding research hypothesis,conducts empirical research,and builds the research model.A total of 700 questionnaires were sent out and 646 valid questionnaires were collected.SPSS25.0 and AMOS24.0 were used for reliability measurement,normal distribution measurement,common method deviation test,validity test,etc.Exploratory factor analysis and confirmatory factor analysis were used to evaluate the goodness of fit,convergent validity and discriminative validity of the independent variables.Finally,Bootstrap mediation effect analysis and hypothesis testing were conducted.Among the findings:(1)Perceived usefulness,perceived ease of use,word-of-mouth comments,emotional experience and travel attitude all have significant positive effects on travel intention.Ranking of significance: travel attitude > perceived usefulness > perceived ease of use > word-of-mouth reviews > emotional experience.(2)Perceived usefulness,perceived ease of use,word-of-mouth reviews,perceived price and emotional experience significantly positively affect travel attitudes.Ranking of significance: Emotional experience > word-of-mouth reviews >perceived usefulness > perceived ease of use > perceived price.(3)Tourism attitude has mediating effect on the route relationship between perceived usefulness,perceived ease of use,word-of-mouth comments and emotional experience and travel intention.(4)In the analysis of the influence of gender on variables,the perceived price of male students is significantly higher than that of female students;In the analysis of the influence of the viewing frequency of Douyin on each variable,the perceived usefulness,perceived usefulness,emotional experience,travel attitude and travel intention of watching Douyin more than 4-6 times a day are all higher than those of other students who watch Douyin shortsightedly frequently.(5)From large to small,the types of Douyin short videos that college students are interested in are as follows: performance art > Tang culture-themed performance >scenic spots > Food & Beverage > shop visiting > music stage > festival customs.Finally,the possible reasons for passing the test and failing the test are analyzed and discussed.Relevant countermeasures and suggestions are given and the model of the influence of Douyin short video perception on college students’ travel intention is revised. |
PDF Full Text Request