The Impact of Short Video Content on Users' Tourism Intentions
Journal Title: TourismSpectrum: Diversity & Dynamics - Year 2024, Vol 1, Issue 1
Abstract
The rapid development of the short video industry has provided a powerful platform for content creators to promote their work while offering users interactive opportunities. In the context of tourism, the rise of short videos has introduced unprecedented opportunities for industry growth. This study, grounded in the 5W communication theory and the Stimulus-Organism-Response (SOR) model, categorizes short video characteristics into two key dimensions: content and creator attributes. Using Partial Least Squares-Structural Equation Modeling (PLS-SEM), the study examines the influence of short video dissemination on tourism intentions. The findings reveal that the informativeness and entertainment of short video content, along with the visibility and interactivity of the creators, significantly enhance users' intentions to travel. However, the professionalism of short video creators does not significantly impact the shaping of destination images or the stimulation of tourism intentions. Moreover, the perception of destination image fully mediates the relationship between the visibility and interactivity of short video creators and tourism intentions, while partially mediating the effect of content informativeness and entertainment on tourism intentions. These conclusions not only broaden the research perspective within the field of tourism-related short videos but also offer practical guidance for destination marketing strategies leveraging short videos.
Authors and Affiliations
Ruiqi Yue, Jing Li
Keywords
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- EP ID EP752411
- DOI https://doi.org/10.56578/tsdd010104
- Views 8
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