| In the context of cultural and tourism integration,the development of culture and tourism has always complemented each other,with the development of Internet technology,the tourism attraction attribute of culture is more prominent,under the role of mobile media,the spread speed of culture is faster and the spread is wider.As one of the communication media,short video has shown rapid development in recent years,and it is bound to become a normal expression in the mobile era in the future,but the current research on short video is mostly focused on news,communication and other fields,and there are few studies that associate short video with tourism.Therefore,this study will explore the relationship between short video content,emotional experience,destination image and tourism intention from the short video with cultural attributes,and provide direction for short videos to play an active role in cultural communication and tourism development.First of all,this article chooses to take the "Tang Palace Night Banquet" posted on bilibili by the official government account "Henan Communist Youth League" as an example to qualitatively analyze the comments and barrage content of the short video.According to the comments and barrage data published by users after watching short videos,the high-frequency words in the user’s views are extracted,and the semantic relationship between high-frequency words is analyzed to obtain the commonalities and differences between the comments and the barrage content.Then select the comment content as the data source rooted in theory,and summarize the common dimensions of users in short video content,emotional experience,behavior and intention through coding extraction.From the results of the grounded theory,it is found that the short video content mainly includes characters,video scenes and performance themes,emotional experience includes cultural emotions and individual emotions,and behavior and intention include spontaneous publicity and promotion,tourism intention and other behaviors.Secondly,combined with the results of relevant research and grounded theory in the field of tourism,the relationship model between short video content,emotional experience,destination image and tourism intention is constructed,and the data is obtained through questionnaire survey,and the demographic characteristics are described by SPSS and AMOS,and the relationship between different variables is tested and analyzed.Based on the results of questionnaire data analysis of the short video of "Tang Palace Night Banquet",the following five conclusions are finally reached:(1)short video users will conduct in-depth analysis of excellent video content,and have a higher desire to express characters in terms of characters,video scenes and performance themes;(2)Short video content has a significant positive impact on the tourists’ emotional experience;(3)Short video content has a significant positive impact on the image of the destination;(4)The direct impact of short video content on tourism intention is not significant,and the impact of short video content on tourism intention is completely mediated by the image of the destination;(5)Destinations should make full use of the communication effect of short videos to enhance tourists’ positive perception and travel intentions.Finally,based on the above research results,the following five enlightenments are proposed for ordinary content creators and professional content creators of short videos in various destinations:(1)platform linkage to create an innovative path for online communication;(2)Technology integration to promote short video content innovation;(3)Discover features and stimulate the emotional resonance of mass users;(4)Content+ real scene,leading users to participate deeply in offline destinations;(5)Break stereotypes and form benign interactions between officials and users. |
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