{"title":"The effect of emojis in travel experience sharing","authors":"Huili Yan , Qiwei Liao , Hao Xiong","doi":"10.1016/j.annals.2024.103798","DOIUrl":null,"url":null,"abstract":"<div><p>Emojis have been widely used in social media travel experience sharing as a communication tool to create a positive atmosphere. However, existing research has paid less attention to how the use of emojis in travel experience sharing affects the decision-making of potential travelers, especially based on the premise of emoji-text combination. Based on this research gap, we explore the matching effect between emojis and travel experience sharing. We found that (1) in desirability (feasibility) sharing, the use of emotional (semantic) emojis increased the perceived usefulness of travel posts more, with emotional arousal (processing fluency) playing a mediating role; (2) emoji replications had a significant moderating effect; and (3) in desirability-emotional emoji matching, with the increase in the number of replications, the perceived usefulness increased in an inverted U shape. This study enriches the literature on emoji and travel experience sharing, and is of great significance for platforms and destinations.</p></div>","PeriodicalId":48452,"journal":{"name":"Annals of Tourism Research","volume":"107 ","pages":"Article 103798"},"PeriodicalIF":10.4000,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Annals of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0160738324000756","RegionNum":1,"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
Emojis have been widely used in social media travel experience sharing as a communication tool to create a positive atmosphere. However, existing research has paid less attention to how the use of emojis in travel experience sharing affects the decision-making of potential travelers, especially based on the premise of emoji-text combination. Based on this research gap, we explore the matching effect between emojis and travel experience sharing. We found that (1) in desirability (feasibility) sharing, the use of emotional (semantic) emojis increased the perceived usefulness of travel posts more, with emotional arousal (processing fluency) playing a mediating role; (2) emoji replications had a significant moderating effect; and (3) in desirability-emotional emoji matching, with the increase in the number of replications, the perceived usefulness increased in an inverted U shape. This study enriches the literature on emoji and travel experience sharing, and is of great significance for platforms and destinations.
表情符号作为一种营造积极氛围的交流工具，已被广泛应用于社交媒体的旅游体验分享中。然而，现有研究较少关注表情符号在旅游体验分享中的使用如何影响潜在旅游者的决策，尤其是基于表情符号-文字组合的前提下。基于这一研究空白，我们探讨了表情符号与旅游体验分享之间的匹配效应。我们发现：（1）在可取性（可行性）分享中，情感（语义）表情符号的使用更能提高旅游帖子的感知有用性，情感唤醒（处理流畅性）起到了中介作用；（2）表情符号的复制具有显著的调节作用；（3）在可取性-情感表情符号匹配中，随着复制数量的增加，感知有用性呈倒 U 型增长。这项研究丰富了有关表情符号和旅游体验分享的文献，对平台和目的地具有重要意义。
期刊介绍：
The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.
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