Seeing destinations through short-form videos: Implications for leveraging audience involvement to increase travel intention
Short-form travel videos are popular, but the process of audience involvement while watching remains unclear. This study explores audience involvement along with expressions of travel intention and introduces the concepts of destination image and psychological distance to construct a structural mode...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-10-01
|
| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1024286/full |
| _version_ | 1811339524400218112 |
|---|---|
| author | Jiayu Han Gege Zhang Shaogui Xu Shaogui Xu Rob Law Rob Law Mu Zhang |
| author_facet | Jiayu Han Gege Zhang Shaogui Xu Shaogui Xu Rob Law Rob Law Mu Zhang |
| author_sort | Jiayu Han |
| collection | DOAJ |
| description | Short-form travel videos are popular, but the process of audience involvement while watching remains unclear. This study explores audience involvement along with expressions of travel intention and introduces the concepts of destination image and psychological distance to construct a structural model. A total of 487 questionnaires were used for structural equation model testing. Results show that audience involvement has a positive impact on the destination’s cognitive and affective image, ultimately leading to travel intention. Meanwhile, the destination’s cognitive and affective image play a partial mediating role between the influencing mechanisms. Moreover, psychological distance has a negative moderating effect between audience involvement and travel intention, and on audience involvement and cognitive image. However, it has no significant moderating effect on both audience involvement and affective image. The results provide a broader research perspective for the development of short-form travel videos and provide important implications for destination marketing. |
| first_indexed | 2024-04-13T18:28:00Z |
| format | Article |
| id | doaj.art-d8b18b579c1f46e7a5df78cc06bb4313 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-13T18:28:00Z |
| publishDate | 2022-10-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-d8b18b579c1f46e7a5df78cc06bb43132022-12-22T02:35:12ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-10-011310.3389/fpsyg.2022.10242861024286Seeing destinations through short-form videos: Implications for leveraging audience involvement to increase travel intentionJiayu Han0Gege Zhang1Shaogui Xu2Shaogui Xu3Rob Law4Rob Law5Mu Zhang6Shenzhen Tourism College, Jinan University, Shenzhen, ChinaShenzhen Tourism College, Jinan University, Shenzhen, ChinaShenzhen Tourism College, Jinan University, Shenzhen, ChinaSchool of Management, Jinan University, Guangzhou, ChinaAsia-Pacific Academy of Economics and Management, University of Macau, Macau, ChinaDepartment of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau, Macau, ChinaShenzhen Tourism College, Jinan University, Shenzhen, ChinaShort-form travel videos are popular, but the process of audience involvement while watching remains unclear. This study explores audience involvement along with expressions of travel intention and introduces the concepts of destination image and psychological distance to construct a structural model. A total of 487 questionnaires were used for structural equation model testing. Results show that audience involvement has a positive impact on the destination’s cognitive and affective image, ultimately leading to travel intention. Meanwhile, the destination’s cognitive and affective image play a partial mediating role between the influencing mechanisms. Moreover, psychological distance has a negative moderating effect between audience involvement and travel intention, and on audience involvement and cognitive image. However, it has no significant moderating effect on both audience involvement and affective image. The results provide a broader research perspective for the development of short-form travel videos and provide important implications for destination marketing.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1024286/fullshort-form travel videosaudience involvementtravel intentiondestination imagepsychological distance |
| spellingShingle | Jiayu Han Gege Zhang Shaogui Xu Shaogui Xu Rob Law Rob Law Mu Zhang Seeing destinations through short-form videos: Implications for leveraging audience involvement to increase travel intention Frontiers in Psychology short-form travel videos audience involvement travel intention destination image psychological distance |
| title | Seeing destinations through short-form videos: Implications for leveraging audience involvement to increase travel intention |
| title_full | Seeing destinations through short-form videos: Implications for leveraging audience involvement to increase travel intention |
| title_fullStr | Seeing destinations through short-form videos: Implications for leveraging audience involvement to increase travel intention |
| title_full_unstemmed | Seeing destinations through short-form videos: Implications for leveraging audience involvement to increase travel intention |
| title_short | Seeing destinations through short-form videos: Implications for leveraging audience involvement to increase travel intention |
| title_sort | seeing destinations through short form videos implications for leveraging audience involvement to increase travel intention |
| topic | short-form travel videos audience involvement travel intention destination image psychological distance |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1024286/full |
| work_keys_str_mv | AT jiayuhan seeingdestinationsthroughshortformvideosimplicationsforleveragingaudienceinvolvementtoincreasetravelintention AT gegezhang seeingdestinationsthroughshortformvideosimplicationsforleveragingaudienceinvolvementtoincreasetravelintention AT shaoguixu seeingdestinationsthroughshortformvideosimplicationsforleveragingaudienceinvolvementtoincreasetravelintention AT shaoguixu seeingdestinationsthroughshortformvideosimplicationsforleveragingaudienceinvolvementtoincreasetravelintention AT roblaw seeingdestinationsthroughshortformvideosimplicationsforleveragingaudienceinvolvementtoincreasetravelintention AT roblaw seeingdestinationsthroughshortformvideosimplicationsforleveragingaudienceinvolvementtoincreasetravelintention AT muzhang seeingdestinationsthroughshortformvideosimplicationsforleveragingaudienceinvolvementtoincreasetravelintention |