{"title":"Exploring the influence of short video platforms on tourist attitudes and travel intention: A social–technical perspective","authors":"Liangwei Qiu , Xiangping Li , Suh-hee Choi","doi":"10.1016/j.jdmm.2023.100826","DOIUrl":null,"url":null,"abstract":"<div><p>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.</p></div>","PeriodicalId":48021,"journal":{"name":"Journal of Destination Marketing & Management","volume":null,"pages":null},"PeriodicalIF":8.9000,"publicationDate":"2023-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S2212571X23000653/pdfft?md5=fa082b43e7c81a483de08f62310c087f&pid=1-s2.0-S2212571X23000653-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Destination Marketing & Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2212571X23000653","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
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.
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.