短视频平台驱动旅游消费决策的作用机制研究

Research on the Mechanism of Short Video Platforms Driving Tourism Consumption Decisions

摘要: 随着移动互联网技术的快速发展，短视频平台逐渐成为旅游信息传播的重要渠道，并对旅游消费行为产生了深刻影响。短视频通过生动直观的视觉呈现方式，使旅游目的地形象更加立体，从而有效激发了潜在游客的旅游兴趣。本文围绕短视频平台对旅游消费决策的影响展开研究，从信息传播、情感共鸣、社会互动以及信任构建四个方面分析其作用机制，并探讨短视频平台影响旅游消费决策的实现路径。研究发现，短视频平台通过持续的信息推送和情感表达，使用户逐渐形成旅游兴趣，并在社交互动和信息信任的基础上最终形成旅游消费决策。研究表明，短视频平台不仅改变了传统旅游营销模式，也使旅游消费决策过程呈现出更加情感化和社交化的特点。基于研究结论，本文提出应加强短视频内容创作、优化平台营销策略以及构建互动传播体系，以进一步促进旅游消费市场的发展。

Abstract: With the rapid development of mobile Internet technology, short video platforms have gradually become an important channel for the dissemination of tourism information and have exerted a profound impact on tourism consumption behavior. Through vivid and intuitive visual presentation, short videos enrich the image of tourist destinations, thus effectively stimulating the travel interest of potential tourists. Focusing on the impact of short video platforms on tourism consumption decisions, this paper analyzes their mechanism from four aspects: information dissemination, emotional resonance, social interaction, and trust construction, and explores the realization path through which short video platforms influence tourism consumption decisions. The study finds that short video platforms enable users to gradually develop travel interest through continuous information push and emotional expression, and ultimately form tourism consumption decisions on the basis of social interaction and information trust. The results show that short video platforms have not only changed the traditional tourism marketing model, but also made the tourism consumption decision-making process more emotional and socialized. Based on the research conclusions, this paper proposes to strengthen the creation of short video content, optimize the platform marketing strategy, and build an interactive communication system to further promote the development of the tourism consumption market.