地方文旅短视频对观众旅游意愿的影响机制研究——以天津市为例

A Study on the Influence Mechanism of Local Cultural and Tourism Short Videos on Audiences’ Tourism Intention—Taking Tianjin as a Case

摘要: 为厘清地方文旅短视频对观众旅游意愿的影响机制，为地方文旅短视频营销优化提供策略参考，文章以天津市文旅短视频为研究对象，采用分层抽样与三阶段不等概率PPS抽样法开展线下问卷调研，最终获取1056份有效问卷。基于技术接受模型与沉浸理论，文章运用结构方程模型验证文旅短视频的感知有用性、感知愉悦性均能显著正向激发观众旅游意愿，且感知愉悦性的影响程度更强；通过Bootstrap方法验证认知态度和情感态度在感知有用性、感知愉悦性与旅游意愿之间存在显著的部分中介效应。基于研究结论，文章从地方文旅短视频内容创作、渠道运营、场景联动、受众定位4个维度提出了文旅短视频营销优化策略，为各地推动文旅深度融合、激活地方旅游市场潜力提供了实践参考。

Abstract: To clarify the influence mechanism of local cultural and tourism short videos on audiences’ tourism intention and provide strategic references for the marketing optimization of local cultural and tourism short videos, this paper takes Tianjin’s cultural and tourism short videos as the research object, and conducts offline questionnaire surveys by adopting the stratified sampling method and the three-stage unequal Probability Proportional to Size (PPS) sampling method, finally obtaining 1056 valid questionnaires. Based on the Technology Acceptance Model (TAM) and Flow Theory, this paper uses the Structural Equation Model (SEM) to verify that both perceived usefulness and perceived pleasure of cultural and tourism short videos can significantly and positively stimulate audiences’ tourism intention, with the impact of perceived pleasure being more prominent. It also adopts the Bootstrap method to confirm that cognitive attitude and affective attitude have a significant partial mediating effect between perceived usefulness, perceived pleasure and tourism intention. On the basis of the research conclusions, this paper puts forward marketing optimization strategies for cultural and tourism short videos from four dimensions, namely content creation, channel operation, scene linkage and audience positioning of local cultural and tourism short videos, which provides practical references for various regions to promote the in-depth integration of culture and tourism and activate the potential of local tourism markets.