政务短视频与城市旅游联动传播效果的影响因素实证分析  

Empirical Analysis of the Influencing Factors on the Communication Effect of Government Short Videos and Urban Tourism Linkage

作　　者：周金巧 Zhou Jinqiao(College of Art,Zhejiang Normal University,Jinhua Zhejiang 321000)

机构地区：[1]浙江师范大学艺术学院,浙江金华321000

出　　处：《情报探索》2024年第4期32-41,共10页Information Research

摘　　要：[目的/意义]近年来,在短视频逐渐成为城市文化旅游进行数字化营销重要手段的背景下,政务类文旅短视频日渐兴起。但是目前政务类文旅短视频存在传播效果参差不齐、影响力差异显著等问题,提高短视频质量和提高受众接受度的任务迫在眉睫。[方法/过程]基于刺激-机体-反应(S-O-R)模型,提出政务类文旅短视频公众使用的影响因素假设,构建短视频用户接受模型。根据问卷调查得到的307份数据,通过对问卷的回归分析,验证假设模型。[结果/结论]专业性、涉入度、互动性、视听效果对信任值、信息质量和感知价值存在显著的正向影响,并且感知价值、信任值和信息质量对旅游意愿存在显著的正向影响。[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]Professionalism,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.

关 键 词：政务短视频 城市旅游 S-O-R模型 旅游意愿 

分 类 号：G206[文化科学—传播学]