| With the diversification of new media,the full coverage of wireless networks and the popularity of mobile telephony,short videos have the advantage of being used for communication.This is due to the trend towards fragmented user usage and the fact that short videos are the most appropriate form of communication and expression for customer habits.The rise of short videos has brought many tourist destinations to the forefront of everyone’s mind and is gradually gaining a lot of attention in the tourism sector and in academic research.Combing through the reference literature,I found that current research on short videos by domestic and foreign academics focuses on the current state of development,development trends,proposals for preventive measures,the system of impact on customers and the improvement of their recommendation algorithms.The main areas of research are concentrated in news,e-commerce,government,books,etc.But there is very little analysis of its effectiveness integrating short videos into tourism,especially on the impact of short tourism videos on tourists’ willingness to travel.Lack of scientific research on hazards short videos on tourists’ willingness to travel.In this study,short tourism videos are used as a starting point to conduct research in the study of Internet media marketing promotion.Based on consumer response and product function theories,a conceptual model of this study is created by analysing the associations between the respective variables,discussing the impact of short travel videos on tourists’ travel intentions and conducting an empirical study.Furthermore,the study examines the influence of short videos on tourists’ propensity to travel to tourist destinations,using the current "tiktok" craze as the main object of study.In general,The research direction is divided into the following parts: originally,the impact of short video on the choice of tourist destinations is studied.This part mainly based on the data collected from tiktok,further collected,collated,analyzed and collected the sample information,and explained the validation of the research hypotheses,and reached the preliminary conclusions.And use relevant theories to explain the research conclusions,so as to provide some theoretical support for it;Secondly,combined with the research data and relevant theories collected by the interview method,this paper explores the reasons for the establishment or Unsuccessful research hypothesis,to get the results of the research more reliable and persuasive;Finally,according to the above analysis results,this paper presents specific suggestions on short video in tourism marketing,in order to help the tourism industry to effectively use the short video platform for the integration of its own resources,and to better adapt to the formulation of marketing strategies in the context of the new era. |
