Impact of Information Characteristics of Douyin Tourism Short Videos on Col-lege Students'Destination Preferences and Behavioral Intentions
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.
characteristics of travel short videos on Douyindestination preferencesbehavioral intentionscol-lege student tourism
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