Research on the Influence Mechanism of Online Short Video on Chongqing Young People's Travel Consumption Intention
Abstract
Social media has significantly affected the tourism and hospitality industry. Among diverse social media platforms, short video apps represented by TikTok or Douyin have considerably changed the tourism industry. As a new mobile technology platform, short video apps changed how users obtain travel information, make travel plans, and share the travel experience. Considering the latest technology of short video apps and their influence on tourism, this research aims to explore the influencing factors of video quantity, innovation, interaction, openness, and content richness relating to Chongqing's young travelers' consumption intention. The three research objectives are; to explore the centralized characteristics and advantages of short online videos, to test the impact of short online videos on the willingness of young people to travel to optimize the development of online short videos, and increase the consumption willingness of youth tourism groups.
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DOI: http://dx.doi.org/10.18686/fm.v7i5.6526
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