周山泰;孟宝;解巍;田文;鲁佳玲;

• 1:宜宾学院经济与工商管理学院

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。

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

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 behavioral intentions.Diversity significantly affects behavioral intentions but has no significant impact on destination preferences.Entertainment value does not significantly influence either destination preferences or behavioral intentions.Destination preference acts as a mediator between the characteristics of short video information and behavioral intentions.Tourism enterprises and tourists attractions should focus on enhancing the usefulness and accuracy of short video content to increase the attractiveness of travel destinations when operating Douyin accounts.

Keywords: characteristics of travel short videos on Douyin;destination preferences;behavioral intentions;college student tourism

基金项目: 宜宾学院高层次人才“启航”计划项目“后疫情时代下基于旅游文本挖掘技术的应用研究”(2022QH22)

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