【作者】 张玲；

【导师】 刘燕； 杜兴端；

【作者基本信息】 四川农业大学 ， 旅游管理（专业学位）， 2021， 硕士

【摘要】 短视频能够有效地抓取消费者的碎片化时间,抖音作为众多的短视频平台其中的一个,日活跃用户数已经超过了6亿。在这样的背景下,很多酒店将短视频作为其主要的营销渠道,但是如何做好酒店短视频的内容营销是一个非常复杂的问题。做好酒店短视频的内容营销目的在于吸引消费者注意进而激发购买行为。基于此,本文试图挖掘酒店营销的短视频中影响消费者预订意愿的各个因素以及这些因素对消费者预订意愿的影响。研究从感知价值和临场感的视角出发,引入共情和沉浸作为中介变量,构建了理论模型并且提出研究假设,接着采用问卷调查法收集数据,采用SPSS 24.0和Amos21.0软件处理和分析数据,得出以下结论:(1)消费者对酒店短视频的感知价值和临场感均正向影响预订意愿。(2)酒店消费者的感知价值和临场感均正向影响共情。(3)酒店消费者的感知价值和临场感均正向影响沉浸体验。(4)酒店消费者的共情和沉浸体验在感知价值、临场感和预订意愿的关系中起中介作用。本研究可以帮助酒店认识到应注重短视频内容的营销渠道,选择合适的短视频平台。此外,酒店应合理利用资源,做好短视频内容营销,发布高质量、多元化的内容,提高客户对酒店的感知价值,提高客户的预订意愿。更多还原

【Abstract】 Short video can effectively capture the fragmentation time of consumers.Tik Tok is one of the main short video platforms.The daily active users in Tik Tok have broken by 600 million.Under this background,many hotels use short video marketing as their main marketing channel.However,how to make the full use of hotel short video marketing is still complicated.The purpose of hotel short video content marketing is to attract the attention of consumers and stimulate their purchase behavior.Based on this,this thesis attempts to explore the factors that affect consumers’ reservation intention in the short video of hotel marketing and the influence of these factors on consumers’ reservation intention.Starting from the types of perceived value and presence as independent variables,empathy and flow experience are introduced as mediating variables.This thesis constructs a theoretical model and puts forward research hypotheses.It uses the method of questionnaire survey.Finally,the data were processed and analyzed by using SPSS 24.0and Amos 21.0 software.The following conclusions were verified:(1)Consumer’s perceived value and presence have a positive impact on the reservation intention.(2)Consumer’s perceived value and presence have a positive impact on empathy.(3)Consumer’s perceived value and presence have a positive impact on flow experience.(4)Consumer’s Empathy and flow experience play a mediating role between perceived value,presence,and reservation intention.This study help hotels realize that they should pay attention to short video content marketing channels,and choose the proper short video platforms for their marketing.In addition,hotels should make good use of resources,do a good job in short video content marketing,release high-quality,diversified content,and enhance the customer’s perceived value of the hotel to improve customer reservation intentions.更多还原