The effects of perception of video image and online word of mouth on tourists’ travel intentions: Based on the behaviors of short video platform users

Yang, Zhiwei; Liu, Ligang; Sun, Xiao

doi:10.3389/fpsyg.2022.984240

Cited by 6 publications

(7 citation statements)

References 96 publications

(99 reference statements)

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“…Attractiveness and interactivity of short video platforms enhance users’ perceived interactivity and have a positive effect on telepresence. Perception of the utilitarian value embodied in interaction and the degree of user participation both have a positive impact on the flow experience ( Wu et al, 2014 ; Zhou et al, 2022 ).…”

Section: Methodsmentioning

confidence: 99%

How do short videos influence users’ tourism intention? A study of key factors

2023

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BackgroundShort videos play a key role in the process of tourism destination promotion, and attractive short videos can bring tourist flow and economic income growth to tourist attractions. Many tourist attractions in China have achieved remarkable success through short video promotion.PurposeThe purpose of this study was to investigate the behavioral characteristics of short video users browsing short tourism videos and explore what factors of short video affected users’ tourism intention. This study also compared which factors were most important in triggering users’ tourism intention in marketing communication via short tourism videos in order to shed light on tourism destination strategy and facilitate adaptation to market development trends.MethodsThis study developed a conceptual model by extending the stimulus-organism-response (SOR) model with technology acceptance factors (perceived usefulness, perceived ease of use) and short video factors (perceived enjoyment, perceived professionalism, perceived interactivity) to examine users’ tourism intention. A convenience random sampling technique was used to distribute the questionnaire in Chinese city of Nanjing. Four hundred twenty-one respondents participated in the questionnaire, with 395 providing valid data.ResultsThe results of the SEM analysis show that all posed hypotheses (Perceived professionalism - > Telepresence, Perceived interactivity - > Telepresence, Perceived enjoyment - > Telepresence, Perceived ease of use - > Telepresence, Perceived enjoyment - > Flow experience, Perceived ease of use - > Flow experience, Telepresence - > Flow experience, Telepresence - > Tourism intention, Flow experience - > Tourism intention) are confirmed except for (Perceived usefulness - > Tourism intention), which is not confirmed.ConclusionThe findings of this study will help fill the gap in previous research on the relationship between short video influencing factors and users’ tourism intention, thus contributing to the academic research on emerging short videos and the endorsement of destinations promoted by technological innovation.

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Section: Methodsmentioning

confidence: 99%

How do short videos influence users’ tourism intention? A study of key factors

2023

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“…The content is not only current, creatively edited, rich, meaningful but also able to achieve an emotional bond that is believing able to increase a person's trust before leading them to initiate their traveling intention (Anuar et al, 2021;Li, 2019). Zhou et al (2022) reported, video shared by travellers on social media including Instagram would leave a positive impact on other Instagram users that soon lead to intention to travel. Intention to travel is refers to people who have travel plan after they have carefully conducted cognitive and affective evaluation in determining their ideal destination (Kwak et al, 2021;Li, 2019;Zhou et al, 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Zhou et al (2022) reported, video shared by travellers on social media including Instagram would leave a positive impact on other Instagram users that soon lead to intention to travel. Intention to travel is refers to people who have travel plan after they have carefully conducted cognitive and affective evaluation in determining their ideal destination (Kwak et al, 2021;Li, 2019;Zhou et al, 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Apart from SocMed users, SocMed influencers and travel agencies use SocMed platforms more actively these days to reach out their followers and customers as part of modern and digital marketing technique (Han & Chen, 2021;Yılmazdoğan et al, 2021). They plan, prepare and upload necessary contents as a way to promote the destinations and attractions (Kwak et al, 2021;Zhou et al, 2022). Promotion on SocMed is viewed to be effective and more reliable.…”

Section: Introductionmentioning

confidence: 99%

“…In August 2020, the platform has introduced a new built-in function; vertical video service known as Reel as to keep pace with the current trend in the social media ecosystem (Instgaram, 2020;Menon, 2022). This vertical video sharing becomes a phenomenon as people are more engaging with videos (Tsai & Chu, 2017;Zhou et al, 2022). Moreover, smartphones are used vertically rather than horizontally (Menon, 2022) which will make video watching be more convenient, entertaining and pleasant.…”

Section: Introductionmentioning

confidence: 99%

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Vertical video is currently the hit thing among social media users. This is because, smartphones are used vertically rather than horizontally. Seeing this, Instagram introduced Instagram Reel that is equipped with the editing functions and ability to embed music that entices the users to create attractive contents in regards to their daily activities. Moreover, the pandemic of Covid19 has came to its end which this made people globally start to resume the lives they have left behind, including to travel. Interesting and aesthetics vertical videos are uploaded and received many views especially when the accounts are not set to private. The intention of this study is to determine how the Instagram Reel Attributes influence the intention of other Instagram users specifically the youths to travel after they view the Instagram Reels on holiday contents. Findings from this study are expected to extend the literature on Instagram Reels and give benefits to marketers and the companies behind the tourism industry.

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Comparative analysis of the behavioral intention of potential wellness tourists in China and South Korea

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The main aim of this study is to develop and test a comprehensive model that can predict the tourism intention of potential wellness tourists. The study also investigates the mediating effect of attitude and discusses differences in the behavioral intentions of potential wellness tourists between China and South Korea. The data were collected via questionnaire surveys, and structural equation modeling was used as an analysis tool. The results reveal that perceived susceptibility and perceived benefits can significantly, positively influence the behavioral intention of potential wellness tourists in South Korea, while perceived barriers have a negative impact on that of potential wellness tourists in China; in both samples, perceived susceptibility and benefits can have a positive impact on attitude. Moreover, in South Korea, attitude had a significant mediating effect among perceived susceptibility, perceived benefits, and behavioral intention. This study enriches and expands the literature on the behavioral intention of potential wellness tourists, use of the health belief model (HBM), and the theory of planned behavior (TPB), and provides a theoretical basis as well as a scientific decision-making reference for wellness tourism management and relevant stakeholders.

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The effects of perception of video image and online word of mouth on tourists’ travel intentions: Based on the behaviors of short video platform users

Cited by 6 publications

References 96 publications

How do short videos influence users’ tourism intention? A study of key factors

How do short videos influence users’ tourism intention? A study of key factors

The Impact of Instagram Reels on Youths’ Trust and their Holiday Intention

Comparative analysis of the behavioral intention of potential wellness tourists in China and South Korea

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