四川旅游学院学报

短视频营销是酒店营销中常用的营销手段之一。以SOR理论为基础，构建短视频营销对酒店营销影响的理论模型并提出研究假设，通过问卷调查收集234份有效样本，利用SPSS对数据进行处理和分析，得到以下结论：短视频营销及其三个维度(短视频内容、短视频内容表现形式、短视频营销方式)均会显著正向影响用户的行为和意愿，用户感知情况、用户参与情况分别在短视频营销对酒店营销的影响中起到中介作用和调节作用。建议酒店营销主体重视短视频营销的影响力，讲究短视频营销策略，积极促进用户感知，提升用户参与度，塑造良好的酒店品牌形象。

Nowadays, short video marketing is one of the common means in hotel marketing. Based on the SOR theory, the paper constructs a theoretical model of the impact of short video marketing on hotel marketing and puts forward research assumptions. It surveys and collects 234 valid samples, and uses SPSS to process and analyze the data. The conclusion is as follows: short video marketing and its three dimensions, namely short video content, short video content form, short video marketing method, will significantly and positively affect the behavior and intention of users; user perception and user participation play an intermediary and moderating role in the impact of short video marketing on hotel marketing.The paper suggests that hotel marketing agents attach importance to the influence of short video marketing, pay attention to short video marketing strategy, actively promote user perception, and enhance user participation, thus creating a good brand image for the hotels.