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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

This research discusses the impact of the perception of video images and online word of mouth on tourists’ travel intentions. A survey of 390 users who watched travel videos on short-video platforms was conducted using structural equation modeling. The results are as follows. First, the perception o...

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Detalles Bibliográficos
Autores principales: Zhou, Yang, Liu, Ligang, Sun, Xiao
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9493354/
https://www.ncbi.nlm.nih.gov/pubmed/36160526
http://dx.doi.org/10.3389/fpsyg.2022.984240
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author Zhou, Yang
Liu, Ligang
Sun, Xiao
author_facet Zhou, Yang
Liu, Ligang
Sun, Xiao
author_sort Zhou, Yang
collection PubMed
description This research discusses the impact of the perception of video images and online word of mouth on tourists’ travel intentions. A survey of 390 users who watched travel videos on short-video platforms was conducted using structural equation modeling. The results are as follows. First, the perception of video images can significantly affect tourists’ intention to visit the destinations. Second, as a mediating variable, online word of mouth can enhance the positive effects of the perception of video images on tourists’ travel intentions. Third, gender had a positive moderating effect, which was particularly obvious in the relationship between the perception of video images and online word of mouth. This research provides a theoretical basis for the utility of tourism-related short videos, which can help stimulate tourists’ intention to visit promoted destinations.
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spelling pubmed-94933542022-09-23 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 Zhou, Yang Liu, Ligang Sun, Xiao Front Psychol Psychology This research discusses the impact of the perception of video images and online word of mouth on tourists’ travel intentions. A survey of 390 users who watched travel videos on short-video platforms was conducted using structural equation modeling. The results are as follows. First, the perception of video images can significantly affect tourists’ intention to visit the destinations. Second, as a mediating variable, online word of mouth can enhance the positive effects of the perception of video images on tourists’ travel intentions. Third, gender had a positive moderating effect, which was particularly obvious in the relationship between the perception of video images and online word of mouth. This research provides a theoretical basis for the utility of tourism-related short videos, which can help stimulate tourists’ intention to visit promoted destinations. Frontiers Media S.A. 2022-09-08 /pmc/articles/PMC9493354/ /pubmed/36160526 http://dx.doi.org/10.3389/fpsyg.2022.984240 Text en Copyright © 2022 Zhou, Liu and Sun. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Zhou, Yang
Liu, Ligang
Sun, Xiao
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
title 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
title_full 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
title_fullStr 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
title_full_unstemmed 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
title_short 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
title_sort effects of perception of video image and online word of mouth on tourists’ travel intentions: based on the behaviors of short video platform users
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9493354/
https://www.ncbi.nlm.nih.gov/pubmed/36160526
http://dx.doi.org/10.3389/fpsyg.2022.984240
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