工商管理学院知识库

随着经济的快速发展，人们的生活水平也在不断地快速提高，旅游业发展也越来越繁荣，新媒体的发展在这其中发挥了越来越重要的作用。探店类美食短视频，作为新媒体的一种典型形式，在促进人们产生城市旅游意向方面扮演了越来越重要的角色。它们通过直观的展示方式提升了城市的可见度，借助美食的魅力吸引潜在游客，对旅游目的地的吸引力的提升和游客旅游意向的形成产生积极影响。

本文基于SOR等理论，采用回归分析方法，探讨了探店类美食短视频与城市形象、游客城市旅游意向之间的相互关系。研究发现：（1）探店类美食短视频对城市形象有正向的影响，城市形象对旅游意向有着正向的影响，短视频对旅游意向有正向影响，城市形象在探店类美食视频与旅游意向中发挥着中介效应。（2）探店类美食短视频中所呈现出来的美食的氛围感、文化性、视频的真实性和趣味性对潜在游客的旅游意向有着显著的正面影响。同时，这些因素还能通过游客对城市旅游地的认知和情感形象的感知，间接地影响旅游意向。（3）由此，本文提出提升视频的氛围感       ；挖掘城市文化内涵；保证视频内容的真实性；树立积极城市形象；丰富视频内容以吸引广泛观众；鼓励互动以提升视频传播效果；监测观众的反馈信息以掌握市场趋势等促进探店类美食短视频及城市旅游发展的对策建议。

With the rapid development of the economy, people's living standards are also constantly improving, and the tourism industry is becoming more and more prosperous. The development of new media has played an increasingly important role in this. Exploring food short videos, as a typical form of new media, has played an increasingly important role in promoting people's urban tourism intentions. They enhance the visibility of the city through intuitive display, attract potential tourists with the charm of food, and have a positive impact on the attractiveness of tourist destinations and the formation of tourist intentions.

This article is based on SOR and other theories, and uses regression analysis methods to explore the interrelationships between short videos of exploring restaurants and urban image, as well as tourists' urban tourism intentions. Research has found that: (1) short videos of food exploration have a positive impact on city image, city image has a positive impact on tourism intention, short videos have a positive impact on tourism intention, and city image plays a mediating role in the relationship between food exploration videos and tourism intention. (2) The atmosphere, cultural significance, authenticity, and fun of the food presented in short videos of exploring restaurants have a significant positive impact on the travel intentions of potential tourists. At the same time, these factors can indirectly affect tourism intentions through tourists' perception of urban tourist destinations and emotional images. (3) Therefore, this article proposes to enhance the atmosphere of videos; Digging into the cultural connotations of cities; Ensure the authenticity of video content; Establishing a positive urban image; Enrich video content to attract a wide audience; Encourage interaction to enhance the effectiveness of video dissemination; Monitor audience feedback information to grasp market trends and propose strategies to promote the development of short videos of food exploration and urban tourism.