- 期刊
The Effect of Tiktok on Tourists' Travel Intention
摘要
Tiktok is a short video social software that is active in contemporary young people. It was launched in September 2016. As of August 2020, its active users have exceeded 600 million, becoming a national phenomenological mobile application. The huge flow of tourists and self-produced tourism short videos have contributed to the birth of a number of ＂red spots on the Internet＂. To a certain extent, it has changed the traditional way of tourism marketing and access to tourism information, and affected tourists ' choice and travel intention. Based on Tiktok theory, the three core features of short video of shaking are extracted from SOR (stimulus body response) theory, namely, vividness, ease of use and usefulness as independent variables. The core concept of flow theory, the experience of flow is used as the mediator variable, and a model is built to explore the influencing factors of the short duration video on the tourists ' travel intention, and the corresponding assumptions are also put forward. In this paper, the Hongya Cave Scenic Area of Chongqing is used as a research case. The analysis of 244 valid samples is made by using linear regression and Bootstrap interval estimation. The results show that: (1) the vividness, ease of use and usefulness of Tiktok short videos have a positive impact on the travel intention. Vividness has the greatest impact on travel intention. (2) flow experience plays a mediating role in the relationship between vividness, ease of use, usefulness and travel intention Tiktok short videos, and all of them are partially mediated.