Research On The Impact Of Rural Tourism Tiktok Short Video Marketing On Residents’ Travel Behavior

With the rapid development of the Internet industry,more and more users are using short video software.Nowadays,short video marketing has become one of the important marketing methods for the rural tourism industry.Among them,Tiktok is the leading short video platform,which has a positive effect on the promotion of tourist attractions.As the capital of Jilin Province,Changchun City has a large number of unevenly developed rural tourism scenic spots.Based on this,this paper takes Changchun City rural tourism Tiktok short video marketing as the research entry point,and analyzes the influence of rural tourism Tiktok short video marketing on the travel behavior of Changchun residents according to the SIPS model,so as to provide new ideas to promote the development of local rural tourism and rural tourism short video marketing.This paper first summarizes and organizes the literature on rural tourism,short video marketing,tourism short video marketing at home and abroad,based on the theory of tourist decision-making behavior,combined with the existing research results on rural tourism short video marketing in academia,based on the SIPS consumer behavior model to rural tourism Tiktok short video marketing into four dimensions: resonance,confirmation,participation,and sharing,to explore the influence of rural tourism Tiktok short video marketing on residents’ travel behavior.This paper proposes research hypotheses based on relevant literature studies,designs a measurement scale applicable to this study,and conducts questionnaire research.The SPSS software was used to analyze the collected data for reliability and validity,correlation analysis,regression analysis,and to test the research hypotheses,and to draw the conclusions and make recommendations based on the research results of this paper.Based on the empirical analysis of the impact of Tiktok short video marketing of rural tourism in Changchun on the travel behavior of residents,the research hypothesis is verified,and it is concluded that the resonance,confirmation,participation,and sharing of Tiktok short video marketing of rural tourism in Changchun have a significant positive impact on the travel behavior of residents.And suggestions have been put forward to enhance the quality of short videos,stimulate user emotional resonance,improve the level of short video operation,stimulate user value identification,build interactive platforms to enhance consumer participation,enhance user sharing willingness,and promote word-of-mouth dissemination.These suggestions provide positive experience and practical inspiration for the exploration of short video marketing in rural tourism in China.