Research on the Influence Mechanism of Short Video on Tourists'Intention:A Chain Intermediary Model
Under the background of the rapid development of new media,short videos can effectively stimulate tourists'willingness to travel.Based on the SOR theory,the article constructs a model of the influence mechanism of short videos on tourism intention,and introduces empathy and destination involvement as mediating variables.Drawing on mature scales at home and abroad,a total of 309 valid questionnaires were collected,and structural equation modelling was used to analyze the influence mechanism of tourists'willingness to travel.It is found that:short videos are an important driver of tourists'tourism intention;empathy plays a mediating role between short videos and tourism intention;destination involvement plays a mediating role between short videos and tourism intention;empathy and destination involvement play a chain mediating role between short videos and tourism intention.
short videosempathydestination involvementwillingness to travel
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