Impact of Micro-blog Short Video Attributes on the Image of Tourist Destinations
With the development of mobile Internet has promoted the improvement of new media technology,more and more tourist destinations have begun to pay attention to the use of new media,especially short video marketing,to build,shape and disseminate the image of tourist destinations.Based on the theory of self-consistency and the theory of tourist destination image,the impact of short videos of Micro-blog account type and blogger type on the image of tourist destinations and tourists'travel intentions through natural experimental methods was analyzed.The results are as follows.The direct impact of Micro-blog account type on destination image is not significant.The type of blogger significantly affects the cognition,emotion and overall image of the tourist destination.The mediating effect of self-consistency shows that the type of blogger and the type of Micro-blog account significantly affect the image of tourist destinations through indirect channels.Above these conclusions not only enrich the content of short video attributes on the image of tourism destinations,but also provide a theoretical basis for tourism image managers to shape their images and provide a reference for accurate delivery of short video marketing on social media through market segmentation and big data analysis.
micro-blogtourism destination imageshort video attributesself-consistency
万方数据
维普
