A Study on the Impact of Negative Comments in short videos on the Image of Tourism destinations

Abstract

[eng] There exist negative evaluations of travel experiences that generate dissatisfaction with the destination during the travel process under the short video propaganda using the Internet as the communication medium. In this paper, the negative evaluation in short videos is taken as the research target, and the core research question is which factors related to the negative evaluation affect the tourist's perception of the tourism destination image. 322 valid online questionnaires were collected by questionnaire to analyze the impact of the negative evaluation in short videos on the tourism destination image: the professionalism of the short video blogger, the type and content of the negative evaluation, and the familiarity of the viewing The professionalism of the video bloggers, the type and content of the negative reviews and the familiarity of the users with the destination all influence the users' perception of the destination. The reason for these effects is that negative comments in short videos have different effects on the image of the destination as mediated by the perceived value of different influencing factors.