Study on the influence of Douyin short video marketing on camping travel intention

Abstract

In order to explore the impact of three dimensions of short video marketing (namely, influence, trust and bias) on camping tourism intention, this paper takes perceived usefulness and perceived ease of use as intermediary variables to build a theoretical framework and conduct empirical analysis. The results show that: the three independent variables have a positive impact on perceived usefulness, perceived ease of use and camping travel intention, Perceived usefulness plays an intermediary role between the three independent variables and camping travel intention, while perceived ease of use only plays an intermediary role between Douyin short video influence, bias and camping travel intention. This paper will put forward corresponding suggestions on Douyin short video marketing based on the research conclusions.