摘要
目前,我国新冠疫情进入防疫防控常态化阶段,区域性疫情反复加剧了旅游目的地的不确定性,影响了消费者的出游意愿。抖音短视频能够在短时间内最大程度获取有效信息,契合人们日益碎片化接受信息的生活方式,无疑成为了人们了解旅游目的地的主要信息工具。基于此,以消费者出游信心和旅游目的地形象为中介变量,研究基于用户感知的抖音短视频对旅游意愿的影响,从而为疫情防控防疫常态化下旅游管理者、旅游企业进行精准旅游营销,提高旅游者的出游信心,增强人们的出游意愿提供一个新的视角。
At present, China’s COVID-19 has entered the stage of normalization of epidemic prevention and control. Regional epidemic has repeatedly exacerbated the uncertainty of tourism destinations and affected the willingness of consumers to travel. TikTok can get the most effective information in a short time, and it is suitable for people to live in a fragmented way. It has become the main information tool for people to understand the tourist destination. Based on this, taking consumer travel confidence and tourism destination image as mediator variables,we study the impact of TikTok short videos on Tourism willingness based on user perception, thus providing a new perspective for tourism managers and tourism enterprises to conduct precise tourism marketing, improve tourism confidence and enhance people’s willingness to travel.
作者
迟浩杰
陈进
CHI Hao-jie;CHEN Jin(University of Shanghai for Science and Technology,Shanghai 200093,China)
出处
《经济研究导刊》
2022年第5期79-82,共4页
Economic Research Guide
关键词
抖音
短视频
旅游营销
旅游意愿
TikTok
short videos
tourism marketing
tourism willingness
