Yu-Ting Tang, Wenqi Ruan, Shu-Ning Zhang, Xi Li, Yan Zhou
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引用次数: 0
Abstract
How destinations use tourism short videos to stand out in the fierce digital market is crucial. Based on the “cognitive-affective-conative” theoretical model, this study investigates the differential effects and mechanisms of tourism short video message appeal on users’ travel intention by conducting three experiments. The findings show that: emotional appeal (vs. rational appeal) is more likely to stimulate users’ travel intention, and telepresence, interest arousal and attitude toward the destination play the mediating roles. Moreover, high-narrative tourism short videos have stronger emotional appeal effects on users’ telepresence and travel intention. However, there was no significant difference in the effect of the two message appeals in low-narrative tourism short videos. This study reveals the differential influences of various message appeals, highlights the synergistic and complementary effects of interest arousal and attitude toward the destination, and provides practical insights to design attractive tourism videos.
期刊介绍:
The Journal of Travel Research (JTR) stands as the preeminent, peer-reviewed research journal dedicated to exploring the intricacies of the travel and tourism industry, encompassing development, management, marketing, economics, and behavior. Offering a wealth of up-to-date, meticulously curated research, JTR serves as an invaluable resource for researchers, educators, and industry professionals alike, shedding light on behavioral trends and management theories within one of the most influential and dynamic sectors. Established in 1961, JTR holds the distinction of being the longest-standing among the world’s top-ranked scholarly journals singularly focused on travel and tourism, underscoring the global significance of this multifaceted industry, both economically and socially.