The Influence of Short Videos on Youth Travel Intention in Self-Media Context ——Based on SOR Theory Perspective

Abstract

The rise of short videos and the development of self-media in recent years have complemented each other. Through the recording and sharing of self-media creators, colorful short videos have provided new opportunities for promoting tourism destinations. However, the current academic research on tourism destinations from the perspective of short video communication is relatively fragmented, and the impact of short videos as a communication medium on the main body of tourism consumption remains unclear. Therefore, this paper focuses on young people, who are the primary audience of short videos, and investigates the influence of short videos on their travel intentions within the context of self-media, employing the "S-O-R" theory. The research methodology involves conducting a questionnaire survey, and the collected data is analyzed and processed using multivariate statistical methods such as SPSS and AMOS. The findings reveal that traveler perception serves as a mediating factor between self-media short videos and travel intentions. Moreover, the openness, interactivity, and vividness of self-media short videos not only enhance youth travel intentions but also have a positive impact on traveler perception. In light of these results, tourism destinations should capitalize on current trends, leverage short videos as a powerful promotional tool, innovate promotional methods, explore tourism resources in depth, showcase the unique features of tourist destinations, expand their influence, and maximize the promotion of travel intentions among tourists.