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外文原文

The Impact of Tik Tok Video Marketing on Tourist Destination Image Cognition and Tourism Intention

Abstract

As new mobile social platform, Tik Tok APP has changed the way potential tourists get information. From the perspective of touristsrsquo; perception, the study empirically studies the impact of Tik Tok on touristsrsquo; destination image perception and tourism intention. The results show that Tik Tok affects touristsrsquo; perception of destination image and tourism intention, among which interactive marketing plays a more significant role in the impact of short video marketing on image perception; as far as the impact of tourism intention is concerned, the effect of urban architecture and delicacy is more significant. On this basis, the paper puts forward some directional suggestions for tourism destination marketing through Tik Tok.

Keywords Tik Tok; Destination Marketing; Destination Image Cognition; Tourism Intention

Ⅰ.INTRODUCTION

The former short video mostly depended on the form of large social platforms or video production. With the advent of new media era, short video with production and sharing as their main functions quickly became popular with their intelligent and social features. Phenomenal products, “Short video ” travel mode has emerged, and these short videos made from folks have quietly become weapon for destination marketing. From its launch in Sep. 2016 to the end of 2017, users have exceeded 700 million, becoming the most downloaded application in Apple App Store. Thanks to the snowball-like crazy spread on the platform, many cities such as Chongqing, Xirsquo;an, Chengdu, and Xiamen have become well-known “Internet celebrity” cities. Then tourism revenue and tourist volume have grown significantly. Short videos use text, sound, pictures and other forms to express and disseminate destination. Analysis of short video marketing is of practical significance to the promotion of destination image. Current research points out that destination marketing is the deliberate use of media and marketing methods to selectively spread the destination image to target market. Therefore, destination marketing is also a information dissemination behavior. It is the process by which the destination marketing organization disseminates marketing information to the target market through media. The ultimate purpose is to influence touristsrsquo; image perception and their willingness. From the perspective of touristsrsquo; perception, the study explores how Tik Tok marketing affects touristsrsquo; image recognition and their willingness. It has theoretical and practical significance for destination marketing organizations to release targeted marketing short videos and improve marketing effectiveness.

V. CONCLUSION

Although touristsrsquo; perception of destination and travel intention are affected by short video marketing, Tik Toks influence is different. As far as the influence on image cognition is concerned, the effect of interactive marketing is more significant; as far as the influence on tourism intention is concerned, the effect of urban architecture and delicacy is more significant. Destination marketing organization must choose appropriate marketing and content types according to marketing objective, comprehensively consider marketing mix, give full play to the advantages of Tik Tok, improve marketing communication effect as much as possible. Destination short video marketing learn the following experiences:

1. Improve content quality and concentrate resources to create “Internet celebrity” attractions or tourist products

China has entered a new stage in the development of quality tourism, and the times call for quality tourism products. The short videos of destination marketing need to be practical and exquisite and have great communication value. Short video set combines technological elements, artistic elements and travel scenes, and is artistic and immersive. Whether it is interactive marketing or text marketing, destination marketing through short videos shows the values of high quality and “truth, goodness and beauty”. Therefore, destination marketing should be comprehensively planned based on resources and markets. An important feature of tourism consumption is that any consumption based on “points” will naturally benefit the whole region, and a scenic spot can drive a cityrsquo;s tourism. For example, Chongqingrsquo;s “Hongya Cave” and Xirsquo;anrsquo;s “Wowling Wine”. Therefore, only by concentrating resources to promote scenic products to a higher level and expanding marketing in official name can we win a good reputation for the scenic area.

1. Make good use of marketing channels to cultivate a fan community

In the fierce market competition, short videos are used to attract tourists. The tourism market complies with the “28” law, that is, 20% of customers will create 80% of value. Destinations should obtain more experience-worthy information and establish clear personalized products to obtain these 20% more loyal and loyal tourists, and then use this part of customers to expand the market. At the same time, carefully design online and offline activities, design marketing short videos in the form of target marketrsquo;s favorite content, in order to seek to establish emotional connections and create more opportunities for interaction with potential and real visitors.

Not only that, rapid development of VR, AR, artificial skills and other technologies, future short video experience will have the opportunity to further enter new forms of artificial virtual immersive experience. Through the integration of multiple new technologies, the boundary between virtual and reality is broken, and more travel experience information is transmitted through the video

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