Effects of travel vlogs on travel intention of slow tourism in China: an evaluation of resonance and destination image

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Tourism Cities Pub Date : 2024-07-16 DOI:10.1108/ijtc-12-2023-0268

Meng Wang, Azmawani Abd Rahman, Y. Aziz, Nor Azura Adzharuddin

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引用次数: 0

Abstract

Purpose The distinct characteristics of slow tourism compared to mass tourism determine the differences between slow travelers and mass travelers. This transformation is essential for potential tourists to transition into slow travelers when promoting slow tourism to them. Can travel vlogs, a “fast” way of promoting, achieve such a “slow” transformation? To address this question, the purpose of this paper is to introduce the resonance theory and investigate the impact of resonance with slow tourism vlogs on potential travelers’ destination image and travel intention. Design/methodology/approach Through the distribution of online questionnaires on site, this study collected a total of 349 valid questionnaires. Subsequently, the researcher used partial least squares structural equation modeling to analyze the data and test the hypotheses. Findings The research findings indicate that cognitive resonance only positively affected cognitive image, while emotional resonance was positively associated with both cognitive image and affective image. In addition, it was observed that cognitive image and affective image played a positive mediating role between resonance with slow tourism vlogs and travel intention. Originality/value This research is pioneering in quantitatively validating the structure linking resonance, destination image and travel intention in the context of slow tourism. By validating the second-order structure of cognitive and emotional resonance, this study underscores the crucial role of resonance in shaping tourists’ transition toward a slow mindset in slow tourism.

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旅游视频对中国慢旅游出行意向的影响：共鸣与目的地形象评估

目的与大众旅游相比，慢旅游的显著特点决定了慢旅游者与大众旅游者之间的差异。在向潜在游客推广慢旅游时，这种转变对于他们转变为慢旅游者至关重要。旅游视频作为一种 "快 "的推广方式，能否实现这种 "慢 "的转变呢？针对这一问题，本文旨在引入共鸣理论，研究慢旅游 vlog 的共鸣对潜在旅游者的目的地形象和旅游意向的影响。设计/方法/途径本研究通过现场发放在线问卷的方式，共收集到 349 份有效问卷。研究结果研究结果表明，认知共鸣只对认知形象产生正向影响，而情感共鸣与认知形象和情感形象均呈正相关。此外，还观察到认知形象和情感形象在与慢旅游博客的共鸣和旅游意向之间起到了积极的中介作用。原创性/价值这项研究开创性地定量验证了慢旅游背景下共鸣、目的地形象和旅游意向之间的联系结构。通过验证认知和情感共鸣的二阶结构，本研究强调了共鸣在慢旅游中塑造游客慢心态转变过程中的关键作用。

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

International Journal of Tourism Cities HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

5.90

自引率

11.50%

发文量

期刊介绍： A peer-reviewed journal, the International Journal of Tourism Cities provides an international forum for the critical study of urban tourism and tourism cities. The journal aims to be inter-disciplinary in its appreciation of tourism cities and tourism in urban areas, and welcomes original, theoretically-informed articles from those involved in the planning, management or marketing of tourism in city destination or places adjoining urban areas. Urban tourism and travel cover many disciplines and impinge on numerous aspects of daily life within cities. Moreover, they play a key role in domestic and international tourism in most countries, and cities often function as key travel gateways and tourism destinations. The International Journal of Tourism Cities contents include primary research articles, expert discussions on current urban tourism issues, and tourism city case studies. Articles are selected that are relevant to both academics and practitioners. The journal particularly encourages contributions on contemporary topics and issues in urban tourism including smart cities and tourism, environmental impact and sustainable tourism development in cities, citizen and stakeholder involvement in tourism, city destination governance, and the development of policies and standards for city tourism development. The International Journal of Tourism Cities has four distinct purposes: To encourage greater research and scholarship related to tourism in urban settings. To stimulate more interdisciplinary research on tourism in cities, particularly the integration of tourism and urban studies theories and principles. To generate more research studies on tourism at the edge of cities, where urban and rural areas converge. To create more literature on best practices in city tourism worldwide through in-depth analyses and the production of exemplary case studies.