短视频营销对邮轮游客消费行为态度的影响研究

Research on the Impact of Short Video Marketing on Consumer Behavior Attitude of Cruise Tourists

摘要: 随着社交媒体和短视频平台的兴起，短视频平台聚集了大规模的活跃用户，短视频营销已成为旅游行业重要的推广手段。在邮轮旅游产业中，短视频营销正成为推动品牌效益提升和产业经济贡献增长的重要策略。为了更有效地传播营销信息并获取更佳的市场反响，我们必须充分利用短视频的媒介优势。因此，对短视频营销的合理运用和深入探索，对邮轮旅游产业的持续发展具有重要意义。本文在AISAS消费者行为模型和ABC消费态度理论指导下，对短视频营销对邮轮游客消费行为态度的影响机制和影响因素进行了理论分析，采用问卷调查法对208名受众进行消费行为态度的调研，通过SPSS25.0软件进行实证分析。研究发现邮轮旅游短视频在场景化呈现、内容相关度、发布者魅力、发布活跃度、互动参与度、评论参考度这六个方面上，其中评论参考度，互动参与度会对消费者行为态度产生显著的正向影响关系。但是发布活跃度，发布者魅力，内容相关度，场景化呈现并不会对消费者行为态度产生影响关系。因此，本文针对研究结论，提出邮轮旅游短视频营销的针对性对策建议。

Abstract: With the rise of social media and short video platforms, short video platforms have gathered a large number of active users, and short video marketing has become an important promotional tool in the tourism industry. In the cruise tourism industry, short video marketing is becoming an important strategy to promote brand effectiveness and increase economic contribution to the industry. To disseminate marketing information more effectively and achieve better market response, we must fully utilize the media advantages of short videos. Therefore, the rational use and in-depth exploration of short video marketing are of great significance to the sustainable development of the cruise tourism industry. Guided by the AISAS consumer behavior model and ABC consumer attitude theory, this article conducts a theoretical analysis of the influence mechanism and influencing factors of short video marketing on the consumption behavior attitude of cruise tourists. It adopts a questionnaire survey method to investigate the consumption behavior attitude of 208 audiences and conducts empirical analysis through SPSS25.0 software. The study found that in the six aspects of cruise tourism short videos, including scene-based presentation, content relevance, publisher charm, publication activity, interaction participation, and comment reference, comment reference and interaction participation have a significant positive impact on consumer behavior attitude. However, publication activity, publisher charm, content relevance, and scene-based presentation do not have an impact on consumer behavior attitude. Therefore, based on the research conclusions, this article proposes targeted countermeasures and suggestions for cruise tourism short video marketing.