더우인 여행 쇼트 클립이 실버노인의 여행의도에 미치는 영향

Abstract

With the advancement of digital and information technology, along with the increasing prevalence of internet access, the use of mobile social platforms among the elderly has been on the rise. However, research on the elderly population in the tourism sector remains relatively scarce. Therefore, this study aims to investigate the impact of Douyin travel short clips on the travel motivation and intention of the elderly, focusing on the elderly population in China. Specifically, the study seeks to address the following research questions: First, what influence do the characteristics of Douyin travel short clips on social platforms have on the travel motivation of the elderly? Second, how does the travel motivation of the elderly in China affect their travel intention? To address these questions, a structural equation model will be constructed with the characteristics of Douyin travel short clips, attitudes, subjective norms, perceived behavior control, and travel intention. The analysis revealed that all variables have a significant positive (+) impact on each other. Consequently, this study combines motivation theory and planned behavior theory to analyze the travel intention of the elderly in China, enriching the research on travel intention among the elderly population. Through this research, theoretical knowledge can be verified and expanded, leading to a better understanding of tourism behavior among the elderly. Additionally, it can assist social platform service providers and travel-related companies in developing digital marketing and service strategies targeting the elderly population. Moreover, it can also be utilized to improve travel-related programs and policies targeting the elderly, providing practical significance.