Exploring the influence of short video platforms on tourist attitudes and travel intention: A social–technical perspective

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2023-12-16 DOI:10.1016/j.jdmm.2023.100826

Liangwei Qiu , Xiangping Li , Suh-hee Choi

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引用次数: 0

Abstract

Despite the increasing popularity of short video platforms (SVPs) in tourism, there has been a lack of integrated theoretical understanding regarding the mechanism of how SVP users’ perceptions of social media influencers (SMIs) and quality of SVPs influence their intention to visit the destination. By combining social learning theory and the technology acceptance model (TAM), this study investigated the effectiveness of SVPs in terms of source credibility of SMIs and the quality of SVPs in inducing travel intention via attitude. Analyses with a sample of 454 respondents revealed that perceived expertise of SMIs in SVPs positively influenced attitude toward the destination. Additionally, perceived usefulness and enjoyment of short travel videos positively influenced attitude toward SVPs. Attitude toward SVPs was positively linked to attitude toward destination. Both attitudes, in turn, led to travel intention. The study also revealed that parasocial interaction moderated the relationships between perceived attractiveness and expertise and attitude toward the destination. Destination marketing organizations (DMOs) and tourism marketers are advised to focus on utilizing SMIs who show expertise and featuring informative and enjoyable videos on SVPs for their destination promotion.

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探索短视频平台对游客态度和旅游意向的影响：社会技术视角

尽管短视频平台(SVP)在旅游业中越来越受欢迎，但关于SVP用户对社交媒体影响者(SMIs)的看法和SVP的质量如何影响他们访问目的地的意愿的机制，一直缺乏综合的理论理解。本研究结合社会学习理论和技术接受模型(TAM)，考察了高级服务提供者在smi来源可信度方面的有效性，以及高级服务提供者通过态度诱导旅游意向的质量。对454名受访者样本的分析显示，svp中smi的感知专业知识积极影响对目的地的态度。此外，旅游短视频的感知有用性和享受性正向影响对高级副总裁的态度。对svp的态度与对目的地的态度正相关。这两种态度反过来又导致了旅游意愿。研究还表明，准社会互动调节了感知吸引力与专业知识和对目的地的态度之间的关系。建议目的地营销组织(dmo)和旅游营销人员重点利用smi，他们展示专业知识，并在svp上展示信息丰富、令人愉快的视频，以进行目的地推广。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

审稿时长

43 days

期刊介绍： The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.