旅游短视频对大学生旅游意图和旅游目的地影响研究——基于结构方程模型

A Study on the Influence of Short Travel Videos on College Students’ Travel Intentions and Travel Destinations—Based on Structural Equation Modeling

摘要: 随着通信技术的发展与传播媒介的革新，短视频行业崛起，凭借着自身短小精悍的优势对旅游业的发展产生了巨大影响。本文将研究旅游短视频对大学生旅游意图和旅游目的地选择的影响，研究将旅游计划、内容感知、传播意向、信息获取、旅游意向和目的地选择作为研究变量建立结构方程模型，运用多种统计学方法，通过SPSS、Amos等程序进行数据分析，得出旅游计划、内容感知、传播意向、信息获取之间的关系以及其中变量对短视频用户中大学生这一群体旅游意向和目的地选择的影响，并对短视频制作者和旅游行业提出合理建议。

Abstract: With the development of communication technology and the innovation of communication media, the short video industry has emerged and has had a great impact on the development of tourism with its own short and compact advantages. In this paper, we will study the influence of short tourism videos on college students’ travel intention and destination choice. The study establishes structural equation modeling with travel plan, content perception, communication intention, information acquisition, travel intention and destination choice as research variables, and uses various statistical methods to analyze data through SPSS and Amos programs to derive the relationship between travel plan, content perception, communication intention, information acquisition and the influence of these variables on the travel intention of college students as a group among short video users and the data were analyzed by SPSS and other programs to find out the relationship between travel planning, content perception, communication intention, information acquisition and the influence of these variables on the travel intention and destination choice of college students among short video users, and to make reasonable suggestions to short video producers and the travel industry.