A Study On The Impact Of Tiktok Short Video On Tourists’ Willingness To Travel In Cities

As mobile Internet has become the norm,people have become addicted to mobile phones,relieving life pressure and utilizing fragmented time to acquire information.Short video software has been a great way for people to meet these needs,with data showing that by 2022 the number of short video users has risen to 962 million,with a utilization rate of 91.5%,and a rate of growth much higher than the rate of online video users.This marks that the use of short videos has become one of the current mainstream mobile Internet lifestyles.Technology empowers the transformation and innovation of the tourism industry,and digitalization creates a new ecology of smart tourism.More and more people learn about urban tourist attractions through Tik Tok short videos,so it is particularly important to study the impact of Tik Tok short videos on consumers’ willingness to travel to the city.This paper builds a model structure for Tik Tok short video,based on the technology acceptance model,SOR theory,and planning behavior theory,to assess consumers’ attitude towards travelling in cities.A random sampling method was used to distribute questionnaires to consumers,and 1,000 questionnaires were to be distributed.Using SPSS21 and SPSSAU data statistical analysis software,descriptive statistical analysis,reliability and validity analysis,exploratory and confirmatory factor analysis,correlation analysis,stratified regression analysis,and mediation effect analysis were all conducted on the obtained samples.Through empirical analysis,the main conclusions are that the characteristics of Tik Tok short videos positively affect consumers’ willingness to travel to the city.Attitude is a mediator between Tik Tok’s short videos and consumers’ willingness to travel to cities,with the former having a positive effect on both the usefulness and convenience of the videos,as well as their intention to visit.Furthermore,the latter’s characteristics have a positive influence on attitudes.According to the research conclusions of this paper,suggestions are made from the operation level of Tik Tok short video and the level of urban attractions.When promoting urban tourist attractions,urban tourism operators should not simply use traditional publicity channels and models,but should be good at reflecting and examining whether their own publicity methods are appropriate,and adopt Tik Tok short video urban tourism promotion strategies in a timely manner.City operators should shape attractive Tik Tok short videos and give timely interaction to consumers’ comments,while strengthening the control over the entertainment of Tik Tok short videos,so as to promote consumers’ positive attitudes towards urban tourism short videos and continuously guide consumers’ willingness to travel to the city.