{"title":"Why Engagement? The Role of Tourism Short Video in Driving Customer Engagement","authors":"Yuexian Zhang, Xueying Wang","doi":"10.1002/jtr.70001","DOIUrl":null,"url":null,"abstract":"<div>\n \n <p>As a novel marketing approach, tourism short videos have gained popularity among consumers; however, research on how these videos stimulate consumer psychological and behavioral engagement remains limited. This study aims to reveal which elements of tourism short videos can effectively trigger psychological and behavioral engagement. Based on informational ecosystems, resonance theory, and stimulus–organism–response (SOR) theory, this study used SPSS 26.0 and AMOS 26.0 to analyze data from an online survey conducted with 712 participants. The analysis revealed that information quality, perceived similarity, decision support tool, recommendation signal, and community atmosphere motivate cognitive and emotional resonances, which in turn triggers psychological and behavioral engagement. Furthermore, the community atmosphere moderates these above effects. These findings contribute to the understanding of the spreading of tourism short videos and provide valuable insights for tourism marketers.</p>\n </div>","PeriodicalId":51375,"journal":{"name":"International Journal of Tourism Research","volume":"27 1","pages":""},"PeriodicalIF":4.1000,"publicationDate":"2025-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/jtr.70001","RegionNum":3,"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
As a novel marketing approach, tourism short videos have gained popularity among consumers; however, research on how these videos stimulate consumer psychological and behavioral engagement remains limited. This study aims to reveal which elements of tourism short videos can effectively trigger psychological and behavioral engagement. Based on informational ecosystems, resonance theory, and stimulus–organism–response (SOR) theory, this study used SPSS 26.0 and AMOS 26.0 to analyze data from an online survey conducted with 712 participants. The analysis revealed that information quality, perceived similarity, decision support tool, recommendation signal, and community atmosphere motivate cognitive and emotional resonances, which in turn triggers psychological and behavioral engagement. Furthermore, the community atmosphere moderates these above effects. These findings contribute to the understanding of the spreading of tourism short videos and provide valuable insights for tourism marketers.
期刊介绍：
International Journal of Tourism Research promotes and enhances research developments in the field of tourism. The journal provides an international platform for debate and dissemination of research findings whilst also facilitating the discussion of new research areas and techniques. IJTR continues to add a vibrant and exciting channel for those interested in tourism and hospitality research developments. The scope of the journal is international and welcomes research that makes original contributions to theories and methodologies. It continues to publish high quality research papers in any area of tourism, including empirical papers on tourism issues. The journal welcomes submissions based upon both primary research and reviews including papers in areas that may not directly be tourism based but concern a topic that is of interest to researchers in the field of tourism, such as economics, marketing, sociology and statistics. All papers are subject to strict double-blind (or triple-blind) peer review by the international research community.
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