旅游短视频的独特性让观众自豪地转发它们

IF 7.6 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Hospitality and Tourism Management Pub Date : 2025-04-26 DOI:10.1016/j.jhtm.2025.04.004

Xiaohong Wu , Ivan Ka Wai Lai

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引用次数: 0

摘要

本研究基于认知-情感-行为框架和心理授权理论，构建研究模型，探讨短旅行视频独特性的三个维度（网红独特性、目的地独特性和美学设计独特性）对短旅行视频的意义和人们转发短旅行视频的自豪感的影响。采用系统抽样法采集样本，采用偏最小二乘结构方程模型（PLS-SEM）进行数据分析。结果表明，三个维度都对短旅行视频的意义和转发短旅行视频的自豪感有显著影响。审美设计独特性对短旅行视频的意义影响最大，而网红独特性对转发短旅行视频的自豪感影响最大。频繁观看视频正向调节短视频的意义与转发这些视频的自豪感之间的关系。本研究揭示了视频独特性对旅游短视频转发自豪感影响的潜在机制。此外，本文还为目标营销人员提供了最大化视频转发的建议。

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The distinctiveness of short travel videos makes audiences proud to forward them

On the basis of the cognitive–affective–behavioural framework and psychological empowerment theory, this study constructs a research model to investigate the influence of the three dimensions of the distinctiveness of short travel videos (influencer distinctiveness, destination distinctiveness, and aesthetic design distinctiveness) on the meaning of these videos and people's feeling of pride in forwarding these videos. Systematic sampling was used to collect samples, and partial least squares structural equation modelling (PLS-SEM) was used for data analysis. The results show that all three dimensions have a significant influence on the meaning of short travel videos and the feeling of pride in forwarding these videos. Aesthetic design distinctiveness has the strongest influence on the meaning of short travel videos, while influencer distinctiveness has the greatest effect on the feeling of pride in forwarding these videos. Frequent video watching positively moderates the relationship between the meaning of short videos and the feeling of pride in forwarding these videos. This study reveals the underlying mechanism of the influence of video distinctiveness on the feeling of pride in forwarding short travel videos. Furthermore, suggestions on how to maximize video forwarding are provided to destination marketers.

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来源期刊

Journal of Hospitality and Tourism Management Multiple-

CiteScore

13.30

自引率

8.40%

发文量

177

审稿时长

45 days

期刊介绍： Journal Name: Journal of Hospitality and Tourism Management Affiliation: Official journal of CAUTHE (Council for Australasian Tourism and Hospitality Education Inc.) Scope: Broad range of topics including: Tourism and travel management Leisure and recreation studies Emerging field of event management Content: Contains both theoretical and applied research papers Encourages submission of results of collaborative research between academia and industry.