抖音旅游短视频信息特性对大学生旅游目的地偏好及行为意向的影响
Impact of Information Characteristics of Douyin Tourism Short Videos on Col-lege Students'Destination Preferences and Behavioral Intentions
周山泰 1孟宝 1解巍 1田文 1鲁佳玲1
作者信息
- 1. 宜宾学院经济与工商管理学院,四川宜宾 644000
- 折叠
摘要
通过结构方程模型检验抖音旅游短视频信息特性对大学生旅游目的地偏好及行为意向的影响.研究发现,有用性和准确性显著影响旅游目的地偏好和行为意向;多样性显著影响行为意向,但对目的地偏好无显著影响;娱乐性对目的地偏好和行为意向无显著影响;目的地偏好在短视频信息特性和行为意向之间起中介作用.旅游企业和景区在运营抖音账号时,应专注于提高短视频内容的有用性和准确性,从而提升旅游目的地的吸引力.
Abstract
The study utilizes structural equation modeling to examine the impact of information characteristics of Douyin travel short videos on university students'destination preferences and behavioral intentions.The findings reveal that usefulness and accuracy significantly influence both destination preferences and behav-ioral intentions.Diversity significantly affects behavioral intentions but has no significant impact on destina-tion preferences.Entertainment value does not significantly influence either destination preferences or behav-ioral intentions.Destination preference acts as a mediator between the characteristics of short video informa-tion and behavioral intentions.Tourism enterprises and tourists attractions should focus on enhancing the use-fulness and accuracy of short video content to increase the attractiveness of travel destinations when operating Douyin accounts.
关键词
抖音旅游短视频特性/旅游目的地偏好/行为意向/大学生旅游Key words
characteristics of travel short videos on Douyin/destination preferences/behavioral intentions/col-lege student tourism引用本文复制引用
基金项目
宜宾学院高层次人才"启航"计划项目(2022QH22)
出版年
2024
NETL
NSTL
万方数据