基於“BEST”法則探究城市宣傳短視頻對旅遊意向的影響

Exploring the Impact of Urban Promotional Short Videos on Tourism Intention Based on the ''BEST'' Framework

本文探討了城市宣傳短視頻對旅遊意向的影響，旨在通過多維度分析框架揭示短視頻屬性、旅遊動機及旅遊意向之間的關係。研究基於SOR理論模型，將城市音樂、美食、景觀及科技感設施設為引數，遊遊動機為中介變數、旅遊意向為因變數，採用量化問卷調查法進行研究。結果顯示，短視頻的各屬性顯著正向影響旅遊動機，旅遊動機在短視頻屬性與旅遊意向之間起中介作用。研究結論可為城市旅遊宣傳提供了實踐指導，強調需圍繞核心要素創作高品質短視頻，並注重傳達情感與文化價值，以激發旅遊動機，提升旅遊意向。

This study delves into the impact of short videos for urban promotion on travel intentions, aiming to unravel the intricate relationship among the attributes of these short videos, tourism motivation, and intentions through a multidimensional analytical framework. Drawing upon the SOR (Stimulus-Organism-Response) theoretical model, we have designated city music, cuisine, landscapes, and technological facilities as independent variables, while tourism intention serves as the dependent variable. Employing a methodology that encompasses questionnaire surveys and rigorous data analysis, our findings reveal a significant positive effect of each attribute of short videos on tourism motivation. Furthermore, tourism motivation emerges as a crucial mediating factor between the attributes of short videos and tourism intentions. The conclusions drawn from this study offer practical guidance for urban tourism promotion strategies. It underscores the necessity of crafting high-quality short videos centered around core elements, with a heightened emphasis on the conveyance of emotional and cultural values. By doing so, we can effectively stimulate tourism motivation and subsequently elevate travel intentions, thereby contributing to the growth and success of urban tourism endeavors.