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How do short videos influence users’ tourism intention? A study of key factors
BACKGROUND: Short 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. PURPOSE: T...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
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Frontiers Media S.A.
2023
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Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9888490/ https://www.ncbi.nlm.nih.gov/pubmed/36733869 http://dx.doi.org/10.3389/fpsyg.2022.1036570 |
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author | Liu, Jing Wang, Yujie Chang, Liyan |
author_facet | Liu, Jing Wang, Yujie Chang, Liyan |
author_sort | Liu, Jing |
collection | PubMed |
description | BACKGROUND: Short 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. PURPOSE: The 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. METHODS: This 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. RESULTS: The 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. CONCLUSION: The 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. |
format | Online Article Text |
id | pubmed-9888490 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-98884902023-02-01 How do short videos influence users’ tourism intention? A study of key factors Liu, Jing Wang, Yujie Chang, Liyan Front Psychol Psychology BACKGROUND: Short 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. PURPOSE: The 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. METHODS: This 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. RESULTS: The 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. CONCLUSION: The 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. Frontiers Media S.A. 2023-01-17 /pmc/articles/PMC9888490/ /pubmed/36733869 http://dx.doi.org/10.3389/fpsyg.2022.1036570 Text en Copyright © 2023 Liu, Wang and Chang. 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 Liu, Jing Wang, Yujie Chang, Liyan How do short videos influence users’ tourism intention? A study of key factors |
title | How do short videos influence users’ tourism intention? A study of key factors |
title_full | How do short videos influence users’ tourism intention? A study of key factors |
title_fullStr | How do short videos influence users’ tourism intention? A study of key factors |
title_full_unstemmed | How do short videos influence users’ tourism intention? A study of key factors |
title_short | How do short videos influence users’ tourism intention? A study of key factors |
title_sort | how do short videos influence users’ tourism intention? a study of key factors |
topic | Psychology |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9888490/ https://www.ncbi.nlm.nih.gov/pubmed/36733869 http://dx.doi.org/10.3389/fpsyg.2022.1036570 |
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