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The Influence of Tourist Short Videos on Tourism Intention for University Students

In: Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)

Author

Listed:
  • Wang Dan

    (Bansomdejchaopraya Rajabhat University)

  • Chaiyawit Muangmee

    (Bansomdejchaopraya Rajabhat University)

  • Nusanee Meekaewkunchorn

    (Bansomdejchaopraya Rajabhat University)

Abstract

With the rise of short videos, tourist short videos are affecting everyone’s travel intentions, and university students are the main users of online social technology. Conduct an empirical analysis of the data through a questionnaire survey to study the perceptual factors generated by users when watching tourist short videos and explore the impact of these factors on university students’ tourism intention. The research results are as follows: Perceived usefulness, perceived ease of use, perceived pleasure, and social presence have a significant positive impact on tourism intention and will increase university students’ tourism intention. Perceived risk has a negative impact on tourism intention, which means that the risks brought by short videos will reduce university students’ tourism Intention. These findings have important implications for short video producers, short video marketers, and tourist destinations.

Suggested Citation

  • Wang Dan & Chaiyawit Muangmee & Nusanee Meekaewkunchorn, 2024. "The Influence of Tourist Short Videos on Tourism Intention for University Students," Advances in Economics, Business and Management Research, in: Radulescu Magdalena & Bootheina Majoul & Satya Narayan Singh & Abdul Rauf (ed.), Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), pages 1133-1138, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-459-4_126
    DOI: 10.2991/978-94-6463-459-4_126
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