电商经济下户外旅游短视频用户的出游意愿研究——基于信息需求视角

Research on the Travel Intention of Outdoor Tourism Short Video Users in E-Commerce Economy—From the Perspective of Information Needs

摘要: 短视频作为新兴的信息传播平台，受到越来越多用户的青睐。随着电商经济的蓬勃发展，线上旅游商品推广走入大众视野，而由于目前人们缺乏亲近自然、体验自然的机会，户外旅游成为更多人考虑的选择。本研究从信息需求的视角出发，探讨了户外旅游短视频对用户出游意愿的影响。运用扎根理论和fsQCA方法，对各因素之间的复杂关系及其对用户出游决策的综合作用机制进行了探究，得出三条组态路径。并根据分析结果提出户外旅游短视频线上营销策略发展建议，研究结论为户外旅游行业在电商环境下的营销实践提供有益参考。

Abstract: Short videos, as an emerging information dissemination platform, are increasingly favored by more and more users. With the booming development of the e-commerce economy, online tourism product promotion has entered the public eye. However, due to the current lack of opportunities for people to get close to and experience nature, outdoor tourism has become a choice that is being considered by more people. This study explores the impact of outdoor tourism short videos on users’ willingness to travel from the perspective of information needs. Using grounded theory and the fsQCA method, the complex relationships between various factors and their comprehensive mechanisms on user travel decisions were explored, and three configuration paths were derived. Based on the results of the analysis, suggestions for the development of online marketing strategies for outdoor tourism short videos are proposed, and the research conclusions provide useful references for the marketing practices of the outdoor tourism industry in the e-commerce environment.