สารนิพนธ์พ.ศ. 2022

The Influence mechanism of online short video on Chongqing young people's travel consumption intention

ผู้จัดทำ: Wu Wei
ระดับการศึกษา: ปริญญาโท
สาขาวิชา/กลุ่มสาขา: หลักสูตรบริหารธุรกิจมหาบัณฑิต สาขาวิชาการจัดการ
อาจารย์ที่ปรึกษา: Li Ximing
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Abstract (English)

Social media had significantly affected the tourism and hospitality industry. Among diverse social media platforms, short video apps represented by TikTok or Douyin had 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 aimed to elaborate influencing factors of video quantity, innovation, interaction, openness, and content richness relating to Chongqing's young travelers' consumption intention. Three objectives of this study were to explore the influence of short online videos on Chongqing young people's travel consumption intention based on gender, age, and education; study the influencing factors of video quantity, video quality, interest level, ease of use, practicality, and perceived interactivity of online short video promotion on young people's travel intention in Chongqing, and; evaluate and suggest feasible suggestions for improving the online short video promotion affecting Chongqing young consumers in frequent traveling. Four hundreds and eighty-five questionnaires of Chongqing consumers were collected through the online WeChat platform by random sampling in June 2022. The results showed that all the influencing factors significantly impact Chongqing travel consumers through online short video. The result of this study would offer suggestions to short video with key elements in promoting young consumers' travel intention in local area.

คำสืบค้น (Keywords)