The impact mechanism of tourism short video content marketing on users’ travel behavioral intention

Abstract

Although the current research on short videos has received some attention, no one has explored its influence on behavior intentions from the perspective of content marketing. At the same time, few people pay attention to tourism short videos. In this study, the four characteristics of content marketing were introduced into the Technology Acceptance Model (TAM) as external variables to explore the influence of tourism short videos content marketing characteristics on users’ travel intentions. By analyzing 372 valid questionnaires, results showed that information, entertainment, emotional, and authentic content positively influenced Perceived Usefulness (PU) and Perceived Ease of Use (PEOU). The findings shed light on future technology research and destination marketing practice.