A Study on the Influencing Factors of Tourism Short Videos on Users’ Travel Intention
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This study aims to investigate the factors influencing users’ travel intention on tourism short video and to provide valuable insights for platform improvement. By employing the literature method, this study establish an influence mechanism model of user travel intention on tourism short video. The model includes perceived ease of use, perceived usefulness, perceived interactivity, and perceived enjoyment as influencing factors, and affective arousal as a mediator. This study collected data from 323 users of tourism short video platforms and conducted an empirical analysis using the structural equation model. The results indicate that perceived ease of use, perceived usefulness, and perceived interactivity positively affect users’ travel intention, while affective arousal plays a significant mediating role. The findings of this study offer valuable references and guidance for the management and marketing of tourism short video.
Abstract
This study aims to investigate the factors influencing users’ travel intention on tourism short video and to provide valuable insights for platform improvement. By employing the literature method, this study establish an influence mechanism model of user travel intention on tourism short video. The model includes perceived ease of use, perceived usefulness, perceived interactivity, and perceived enjoyment as influencing factors, and affective arousal as a mediator. This study collected data from 323 users of tourism short video platforms and conducted an empirical analysis using the structural equation model. The results indicate that perceived ease of use, perceived usefulness, and perceived interactivity positively affect users’ travel intention, while affective arousal plays a significant mediating role. The findings of this study offer valuable references and guidance for the management and marketing of tourism short video.
참고문헌 (17)
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