Research on the Influence of Short Tourism Videos on College Students’ Tourism Intention under the Media Context Theory

为探讨旅游短视频对大学生旅游意向的影响，本文基于媒介情境理论，建构旅游短视频与旅游意向的关系模型。其中，场景构建、信息传播和社交互动为自变量，认知形象和情感形象为中介变量，旨在分析旅游短视频与目的地形象、旅游意向之间的相关性，探究旅游短视频对大学生旅游意向的影响机制。研究发现：旅游短视频的场景构建、信息传播和社交互动显著影响大学生对旅游目的地认知形象感知；信息传播和社交互动显著影响大学生对旅游目的地情感形象感知；对旅游目的地认知形象和情感形象感知显著影响大学生的旅游意愿。In order to explore the influence of short tourism videos on college students’ tourism intention, this paper constructs a relationship model between short tourism videos and tourism intention based on media context theory. Scene construction, information dissemination and social interaction are independent variables, and cognitive image and emotional image are intermediary variables, aiming at analyzing the correlation between short tourism videos, destination image and tourism intention, and exploring the influence mechanism of short tourism videos on college students’ tourism intention. The study found that: the scene construction, information dissemination and social interaction of tourism short videos significantly affect college students’ perception of cognitive image of tourism destinations; information dissemination and social interaction significantly affect college students’ perception of emotional image of tourism destinations; and cognitive image and emotional image of tourism destinations significantly affect college students’ intention to travel.