文旅短视频对消费者旅游意愿的影响  

A Study on Infl uence of Short Videos of Cultural Tourism on Consumers’Travel Intention

作　　者：姚雨萱 曹芳萍[1] Yao Yuxuan;Cao Fangping(School of Economics and Management,Beijing Forestry University,Beijing,100091)

机构地区：[1]北京林业大学经济管理学院,北京100091

出　　处：《中国商论》2024年第17期79-83,共5页China Journal of Commerce

基　　金：北京林业大学热点追踪项目(2018BLCB09)。

摘　　要：随着互联网和社交媒体的飞速发展,文旅短视频在旅游产业推广中日益显现其重要作用,短视频生动的视觉展现和高度互动性能够深刻呈现旅游目的地的魅力,并激发消费者的情感共鸣。本研究综合文本分析与问卷调研,探讨了消费者对文旅短视频的态度及其如何影响旅游决策。研究发现,短视频的信息性、娱乐性和互动性均对消费者旅游意愿产生积极影响,而消费者的沉浸状态在此过程中起到中介作用。基于此,本文为文旅短视频的发展提出了以下建议:用价值产出铸就凝客新核心;用内容创新打造聚客新引擎;用全域互动塑造引流新动力,以期为文旅产业的持续发展提供有益的参考。With the rapid development of the Internet and social media,short videos of cultural tourism play an increasingly important role in the promotion of the tourism industry.The vivid visual presentation and high interactivity of short videos can deeply show the charm of tourist destinations and stimulate the emotional resonance of consumers.This study is a combination of online texts and questionnaires to explore consumers’attitudes towards short video clips and how they aff ect travel decisions.It is found that the information,entertainment and interactivity of short videos all have a positive impact on consumers’travel intention,and consumers’immersion state plays an intermediary role in this process.Based on the above findings,this study puts forward the following suggestions for the future development of short videos of cultural tourism:forge a new core to attract consumers with value output,create a new engine to gather consumers with content innovation,and foster a new driving force to direct traffic with global interaction.It is hoped that these will provide useful reference for the sustainable development of the cultural tourism industry.

关 键 词：文旅短视频 情感分析 S-O-R理论 沉浸状态 旅游意愿 

分 类 号：F592.7[经济管理—旅游管理]