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

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.