Research On The Influence Of Short Videos In Tourist Attractions On Tourists' Travel Decision

With the popularity of 4G and the rapid development of 5G technology,the development of digital technologies such as big data and cloud computing and being well known to the public,the ’ dynamic video + voice + text + participation ’display form of short video content is rich and diverse compared with the past social media.Due to the characteristics of short video transmission speed,transmission efficiency,transmission accuracy,and influence spread,the way and channel of users receiving information and searching information have also changed.Short video has been used as the most effective marketing tool.In the field of tourism,the concept of " short video + tourism " has risen,and cities such as Xi ’an and Chongqing have become popular.Small scenic spots have quickly become Internet celebrity check-in points from unknown to overtaking on corners.Therefore,major tourism cities,tourism enterprises and scenic spots also use short video as a marketing tool.However,the influence path of short video on tourists ’travel decision-making is not clear,and there is a lack of research on the characteristics of short video and tourists ’ travel decision-making.Therefore,it is of great significance to explore the influence of short video characteristics of tourist attractions on tourists ’ travel decision-making,and can help the marketing and publicity departments of tourism enterprises to make short video content to improve the reference.Based on the SOR model,TAM theory and 4I theory,this paper starts with the short video content of Ertaipo scenic spot in Asili,adopts the method of case study and empirical research,and combines qualitative and quantitative analysis to discuss the internal relationship between short video and tourists ’ travel decision-making.Through the collation of relevant literature on China National Knowledge Infrastructure in recent years,it is found that there are many studies on Internet celebrity cities and check-in points,but there are few studies on the usefulness,ease of use,interest and interaction of short video content in tourist attractions.The main innovations of this paper are that the short video content features introduce usefulness and ease of use;the case study selects Ertaipo scenic spot as the research object,and deeply studies the experience of short video content to users and the influence of tourists ’ decision-making.In the process of empirical research,this paper draws on and refers to the previous research model and research scale,and designs the questionnaire variable items according to the actual situation of this research.The questionnaire is distributed through the friend circle.SASS26.0 software was used to analyze the data,including descriptive statistical analysis,reliability and validity analysis.The results show that the interactivity and ease of use of short video content in tourist attractions have a significant positive impact on user cognition and user emotion;interestingness has no significant effect on user emotion and user cognition;the usefulness has a significant impact on user cognition,and has no significant impact on user emotion;user emotion and user cognition have a significant impact on tourists ’travel decisions.Based on the research conclusions,four suggestions are put forward for the future short video production of scenic spots : first,create interesting content with scenic resources as the core;secondly,pay attention to content interaction and enhance users ’ sense of participation;again,improve the usefulness of short video content,enhance the user stickiness between scenic spots;finally,enhance the usefulness of content to accelerate users to make travel decisions.