The Effect of Narration Language Type in Tourism Short Videos on Viewers' Travel Intention
Main Article Content
Keywords
travel short videos, social presence, travel intention, dialect, Mandarin Chinese
Abstract
Tourism short videos have become an important marketing tool for destination promotion in the digital era. As an integral part of the sound symbol of short videos, the narration language affects the audience's perception of the image and atmosphere of the destination. At present, the existing research on the difference in the role of dialect and Mandarin and its impact mechanism are still insufficient. This article takes social presence as an intermediary variable, and compares the two types of travel short video language types: Nanjing dialect commentary and Mandarin commentary. 241 valid samples were obtained through offline experiments and questionnaires, and the structural equation model was used to test the research hypothesis. The results show that the type of narration language has a significant impact on social presence. Compared with Mandarin commentary, dialect commentary is easier to enhance the audience’s perception of the narrator's presence, interactive atmosphere and proximity to the destination; Social presence has a significant positive impact on travel intention. The stronger social presence, the easier it is for the audience to have a tendency to further understand and visit the destination on the spot; The direct impact of the type of explanation language on travel intention has not reached a significant level. However, the indirect impact of social presence is significant, which shows that social presence plays an intermediary role between the type of language commentary and travel intention. Localized language can affect the audience's travel intention by improving the sense of realism and closeness. This article can provide reference for cultural tourism short video explanation language selection and destination marketing content optimization.
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