Research on Evaluation of Travel Behavior Willingness of Ancient Post Road in Southern Guangdong Under Influence of Mobile Internet Short Video App Based on the DAHP Method

2023 IEEE 6th Eurasian Conference on Educational Innovation (ECEI) Pub Date : 2023-02-03 DOI:10.1109/ECEI57668.2023.10105424

Yifei Ouyang, Yue Sun

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Abstract

The 4G network is popular and the 5G network is now promoted globally. Short videos have a high utilization rate due to fragmented time, various forms, strong interactivity, and fast transmission speed. Owing to the network and videos, mobile internet users quickly learn about travel destinations. Sharing travel experiences, short video apps are created with travel themes to vigorously tap potential users and promote travel consumption. Considering such a situation, this study was carried out to explore the impact of short video applications on tourists' behavioral intentions. The Delphi method and Analytic Hierarchy Process (AHP) were used to construct the evaluation system in this study. The result helps tourism practitioners promote and disseminate tourist attractions on Ancient Post Road in Southern Guangdong effectively which is an example travel site in this study. At the same time, grassroots management and decision-making departments were helped to make targeted short video release decisions for tourist attractions. There is an enhanced willingness for tourism behavior and tourism favorability, and the tourism development and economic improvement of towns along Ancient Post Road in Southern Guangdong could be enabled based on the research result.

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基于DAHP方法的移动互联网短视频应用影响下粤南古邮道出行行为意愿评价研究

4G网络正在普及，5G网络正在全球推广。短视频由于时间碎片化、形式多样、交互性强、传播速度快等特点，具有较高的利用率。借助网络和视频，移动互联网用户可以快速了解旅游目的地。以旅游为主题，分享旅游体验，打造短视频app，大力挖掘潜在用户，促进旅游消费。鉴于此，本研究旨在探讨短视频应用对游客行为意向的影响。本研究采用德尔菲法和层次分析法(AHP)构建评价体系。研究结果有助于旅游从业者有效地推广和传播南粤古驿道旅游景点，南粤古驿道是本研究的示例旅游站点。同时，帮助基层管理和决策部门对旅游景区进行有针对性的短视频发布决策。研究结果增强了游客的旅游行为意愿和旅游好感度，为粤南古邮路沿线城镇的旅游开发和经济提升提供了理论依据。

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来源期刊

2023 IEEE 6th Eurasian Conference on Educational Innovation (ECEI)

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