诚信声明我声明，所呈交的毕业论文（设计）是本人在老师指导下进行的研究工作及取得的研究成果。据我查证，除了文中特别加以标注和致谢的地方外，论文（设计)中不包含其他人已经发表或撰写过的研究成果，也不包含为获得其他教育机构的学位或证书而使用过的材料。我承诺，论文（设计）中的所有内容均真实、可信。毕业论文（设计）作者（签名）：年月短视频App对旅游景点的营销应用研究【摘要】随着移动互联网的发展，随着短视频行业的进一步扩大，这也催生了许多服务行业的传播使用创作短视频的方式，短视频逐渐应用在旅游景点营销中。本文就短视频在旅游景点营销中的应用研究，用SWOT分析法探讨短视频在旅游景点营销中的优劣势以及面临的机会与威胁，并通过采用问卷调查的方式在广东药科大学中山校区进行调查收集数据。数据分为三组（有使用短视频App了解旅游行业的所有被访者，有使用经验的男性被访者，有使用经验的女性被访者)，并对其作出回归分析，而结果为对有使用短视频App了解旅游行业经验的所有被访者对使用短视频App了解旅游行业并促成消费的意愿的影响因素受“绩效期望”“努力期望”“社会影响”的显著正向影响。而使用短视频App了解旅游行业经验的男性被访者使用短视频App了解旅游行业并促成消费的意愿影响因素受“绩效期望”“社会影响”的显著正向影响。有使用经验的女性被访者使用短视频App了解旅游行业并促成消费的意愿影响因素受“社会影响”的显著正向影响，受“感知风险”的显著负向影响。而从数据分析得知大学生用户更愿意使用可以提高自己生活水平且高效率的新型技术，而且他们也受周围环境的影响，会追随潮流使用新软件，而对于男大学生来说判断软件是否具有高效率和周围人是否使用更加可以影响其使用此软件。对于女大学生来说此软件的安全性更加重要，且也会追随潮流受周围人的影响而使用软件。故以此建议短视频App公司可以加强研发创新，使得软件更加完善，设计可以更加简便，开辟新兴的宣传媒介，培育粉丝用户群，重视草根力量，提高客户黏性，助推旅游景点营销，短视频App公司可以多在大学生校园开展活动，加强短视频软件内部管理，提升整体营销的能力，并且加强风险预防。【关键词】短视频App;消费意愿：整合型技术接受和使用模型：感知风险：使用意愿Research on the marketing application of short videoAPP to tourist attractionsAbstract I With the development of the mobile Internet and the furtherexpansion of the short video industry,it has also promoted the counication of manyservice industries to use the method of creating short videos,which is graduallyapplied in the marketing of tourist attractions.This paper studies the application ofshort video in the marketing of tourist attractions,discusses the advantages anddisadvantages of short video in the marketing of tourist attractions as well as theopportunities and threats with SWOT analysis,and collects data by means ofquestionnaire survey in zhongshan campus of guangdong pharmaceutical university.Data are divided into three groups (there are using short video APP all therespondents understanding of tourism industry,experience in using the malerespondents,experience in using of female respondents),and the regression analysis,and the result is to use short video APP understanding of the tourism industryexperience of all respondents to use short video APP understand tourism industry andcontribute to the influence factors of consumer willingness by "performanceexpectations""expectations"hard "social influence"significantly positive influence.On the other hand,the male interviewees who learned about the tourism industry byusing the short video APp had a significantly positive impact on the factorsinfluencing their willingness to use the short video APP to learn about the tourismindustry and promote consumption.Female interviewees with experience use shortvideo APP to understand the tourism industry and the factors influencing theirwillingness to consume are significantly positively affected by "social influence"andnegatively affected by "perceived risk".And from users prefer to use data analysis that students can improve their lifelevel and efficiency of new technology,and they are also affected by the surrounding