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

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

Authors
Wang Dan1, Chaiyawit Muangmee1, *, Nusanee Meekaewkunchorn1
1Bansomdejchaopraya Rajabhat University, Bangkok, Thailand
*Corresponding author. Email: chaiyawit.m@bsruac.th
Corresponding Author
Chaiyawit Muangmee
Available Online 23 July 2024.
DOI
10.2991/978-94-6463-459-4_126How to use a DOI?
Keywords
Tourism intention; Perceived usefulness; Perceived ease of use; Perceived pleasure; Social presence; Perceived risk
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
23 July 2024
ISBN
10.2991/978-94-6463-459-4_126
ISSN
2352-5428
DOI
10.2991/978-94-6463-459-4_126How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Wang Dan
AU  - Chaiyawit Muangmee
AU  - Nusanee Meekaewkunchorn
PY  - 2024
DA  - 2024/07/23
TI  - The Influence of Tourist Short Videos on Tourism Intention for University Students
BT  - Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
PB  - Atlantis Press
SP  - 1133
EP  - 1138
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-459-4_126
DO  - 10.2991/978-94-6463-459-4_126
ID  - Dan2024
ER  -