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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-09-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.984240/full |
| _version_ | 1798002160370188288 |
|---|---|
| author | Yang Zhou Ligang Liu Xiao Sun |
| author_facet | Yang Zhou Ligang Liu Xiao Sun |
| author_sort | Yang Zhou |
| collection | DOAJ |
| 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. |
| first_indexed | 2024-04-11T11:47:45Z |
| format | Article |
| id | doaj.art-7b39f08cbd4b4152ba8d4f826bcfde07 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-11T11:47:45Z |
| publishDate | 2022-09-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-7b39f08cbd4b4152ba8d4f826bcfde072022-12-22T04:25:29ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-09-011310.3389/fpsyg.2022.984240984240The effects of perception of video image and online word of mouth on tourists’ travel intentions: Based on the behaviors of short video platform usersYang Zhou0Ligang Liu1Xiao Sun2Department of Business, Liaoning University, Shenyang, ChinaDepartment of Business, Liaoning University, Shenyang, ChinaCollege of Culture and Tourism, Jiangsu University of Technology, Changzhou, ChinaThis 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.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.984240/fullvideo images perceptiononline word of mouthtravel intentionsemotional evaluationshort video platformcognitive image |
| spellingShingle | Yang Zhou Ligang Liu Xiao Sun 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 Frontiers in Psychology video images perception online word of mouth travel intentions emotional evaluation short video platform cognitive image |
| 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 | video images perception online word of mouth travel intentions emotional evaluation short video platform cognitive image |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.984240/full |
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