Research on the Impact of Short Video Marketing on Tourism Intention of College Students in Fuzhou
This paper points out that in the era of new media,short videos have become an important tool for tourism marketing.This study combines the SOR theory and is based on the technology acceptance model,with college students in Fuzhou as the research object.Perceived usefulness,perceived ease of use,perceived pleasure,short video usage attitude,and tourism intention are selected as research variables.Research hypotheses are proposed.Through questionnaire data collection,analysis and verification show that perceived usefulness,perceived pleasure,attitude towards short video marketing,and tourism intention of university students have a positive impact;the attitude of college students towards using short videos plays a significant mediating role in the impact of perceived usefulness and perceived pleasure on their willingness to travel.
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