Main Article Content
As a product of the rapid development of Internet information technology, mobile short video has gradually become the main platform for people to obtain information, interact, and share content, and is especially supported and used by the majority of youth groups. From the perspective of tourism information acquisition, it is representative of college students' acceptance behavior of tourism information acquisition based on short video, and it also provides support for the continuous content delivery and user development of short video platforms. Based on the technology acceptance and use model (UTAUT), this paper constructs a conceptual model between performance expectations, effort expectations, social influence, perceived trust, perceived advantages, personal innovation, contributing factors, acceptance intentions, and acceptance behaviors, and puts forward research hypotheses. The research results show that social influence, perceived trust and individual innovation have a significant positive impact on the acceptance behavior of college students’ short video travel information acquisition methods, and the willingness to accept significantly positively affects the acceptance behavior. Therefore, short video platforms should be designed from the interface to ensure safety and privacy. Comprehensive design in aspects such as protection, personalized design, etc. will improve college students’ acceptance of this way of obtaining travel information, expand the audience, and gradually make it a new way of obtaining travel information with wide coverage, strong practicability and high recommendation.