短视频内容营销对游客出游意愿的影响研究--以普宁南溪水乡为例  

Research on the Influence of Short Video Content Marketing on Tourists'Intention to Travel——A Case Study of Puning Nanxi Water Township

作　　者：周碧蕾[1] 李泽禧 邓铠晴 ZHOU Bilei;LI Zexi;DENG Kaiqing(South China Normal University,Guangzhou,Guangdong 510006)

机构地区：[1]华南师范大学,广东广州510006

出　　处：《广东农工商职业技术学院学报》2022年第3期17-21,共5页Journal of Guangdong Agriculture Industry Business Polytechnic

基　　金：教育部人文社会科学研究专项任务项目(20JDSZ3093);佛山市社科规划青年项目(2022-QN06)。

摘　　要：以普宁南溪水乡为例,探讨乡村旅游目的地短视频内容营销对出游意愿的影响。研究结果表明:旅游短视频内容营销娱乐维度和社交互动维度正向影响游客的出游意愿,短视频使用态度发挥着中介作用。结合这些影响因素,对提高短视频内容娱乐性和社交互动性以及优化使用体验上提出建议。Taking Puning Nanxi Water Township as a case study,this paper explored the impact of short video content marketing on the travel intention in rural tourism destinations.The results showed that the entertainment dimension and social interaction dimension of tourism short video content marketing positively influenced tourists*travel intention,and the attitude of short video use played a mediating role.We also made suggestions to improve the entertainment and social interaction of short video content and optimize the use experience.

关 键 词：乡村振兴 乡村旅游 短视频 内容营销 出游意愿 

分 类 号：F713.55[经济管理—市场营销]