旅游类短视频营销对消费者购买意愿的影响探析
Analysis of the Impact of Tourism Short Video Marketing on Consumer Purchase Intention

短视频相较于以往注重宏大叙事的宣传模式，更聚焦传统文化、美食、日常生活等“小切口”，以轻量化内容激发用户情感共鸣，营造“烟火气”与“人情味”。用户借助短视频“种草”目的地，推动“特种兵式旅游”“盖章式打卡”“City Walk”等新玩法走红。旅游企业也借此平台优化产品与服务，满足多元化、个性化需求。短视频既改变了用户的决策路径，也重塑了旅游营销的传播逻辑，成为驱动消费者购买意愿的新引擎。基于此，本文将针对旅游类短视频营销对消费者购买意愿的影响展开探讨，旨在推动旅游行业的可持续发展。
Compared to the previous promotion model that focused on grand narratives, short videos focus more on traditional culture, cuisine, daily life and other “small incisions”, using lightweight content to stimulate emotional resonance among users, creating a “fireworks atmosphere” and “human touch”. Users use short videos to “plant grass” destinations, promoting new gameplay such as “special forces style tourism”, “stamp style check-in”, and “City Walk” to become popular. Tourism companies also use this platform to optimize their products and services, meeting diverse and personalized needs. Short videos have not only changed users’ decision-making paths, but also reshaped the communication logic of tourism marketing, becoming a new engine driving consumer purchasing intentions. Based on this, this article will explore the impact of tourism short video marketing on consumer purchase intention, aiming to promote the sustainable development of the tourism industry.