Empirical Analysis of the Influencing Factors on the Communication Effect of Government Short Videos and Urban Tourism Linkage
[Purpose/significance]In recent years,under the background that short video has gradually become an important means of digital marketing for urban cultural tourism,short video of government cultural tourism is on the rise.However,at present,there are some problems in the short video of government cultural tourism,such as uneven communication effect and significant difference in influence.It is urgent to improve the quality of short video and the acceptance of the audience.[Method/process]Based on the stimulus-organism-response(S-O-R)model,this paper puts forward the hypothesis of the influencing factors of the public use of short video of government cultural tourism,and constructs the user acceptance model of short video.According to the 307 data obtained from the questionnaire survey,the hypothesis model is verified by regression analysis of the questionnaire.[Result/conclusion]Profes-sionalism,involvement,interactivity and audio-visual effect have a significant positive impact on trust value,information quality and perceived value,and perceived value,trust value and information quality have a significant positive impact on tourism willingness.
government short videourban tourismS-O-R modeltourism willingness
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