Abstract
This study found that the impact of domestic urban short video on college students tourism behavior is mainly concentrated in four aspects: perceived usefulness, perceived ease of use, tourism attitude and tourism behavior. In order to study this influence relationship more accurately, the author proposes a model based on the influence mechanism of urban short video, which includes the above four independent variables, in order to obtain better research results. By combining network research and questionnaire survey, it is found that urban short video has a significant impact on college students tourism behavior, especially in improving college students tourism decision-making effect and stimulating tourism interest. In order to better promote the development of urban short video and college students tourism industry, this paper puts forward some countermeasures and suggestions. It is hoped that this study can provide new perspectives and inspirations for urban short video producers and college students tourism industry, and provide some suggestions for promoting sustainable development and innovation in related fields.
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