短视频对大学生旅游决策的影响研究

Research on the Impact of Short Videos on College Students’ Travel Decision-Making

摘要: 短视频已成为旅游信息传播和目的地营销的重要媒介，并逐渐参与潜在游客的信息搜寻、目的地认知和出游决策过程。为探讨旅游短视频影响大学生旅游决策的作用机制，本文基于5W传播理论和SOR模型，将旅游短视频传播要素划分为短视频内容、传播场景和创作者三个维度，引入感知价值和行为意向，构建“旅游短视频传播要素–感知价值–行为意向–旅游决策”的理论模型，并基于233份大学生问卷数据进行结构方程模型分析。结果表明：短视频内容、传播场景和创作者均显著正向影响感知价值，其中短视频内容的影响最为明显；感知价值显著正向影响行为意向，行为意向显著正向影响旅游决策；感知价值在短视频内容、传播场景、创作者与行为意向之间均发挥中介作用。研究说明，旅游短视频对大学生旅游决策的影响需要经过价值判断和行为意向的转化过程。研究结论可为旅游目的地短视频内容生产、平台传播优化和大学生旅游消费引导提供参考。

Abstract: Short videos have become an important medium for tourism information dissemination and destination marketing, and are gradually involved in the processes of information search, destination perception, and travel decision-making among potential tourists. To explore the mechanism through which tourism short videos influence college students’ travel decisions, this study, based on the 5W communication theory and the SOR (Stimulus-Organism-Response) model, divides the communication elements of tourism short videos into three dimensions—short video content, communication context, and creators—and introduces perceived value and behavioral intention. It constructs a theoretical model of “tourism short video communication elements → perceived value → behavioral intention → travel decision” and conducts structural equation modeling analysis using questionnaire data from 233 college students. The results show that short video content, communication context, and creators all significantly and positively affect perceived value, with short video content exerting the strongest influence. Perceived value significantly and positively affects behavioral intention, and behavioral intention significantly and positively affects travel decisions. Moreover, perceived value plays a mediating role between each of the three dimensions (content, context, creators) and behavioral intention. The findings indicate that the impact of tourism short videos on college students’ travel decisions entails a transformation process of value perception and behavioral intention. These conclusions can provide references for tourism destination short-video content production, platform communication optimization, and the guidance of college students’ tourism consumption.