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

被引：7
作者：
Zhou, Yang [1 ]
Liu, Ligang [1 ]
Sun, Xiao [2 ]
机构：
[1] Liaoning Univ, Dept Business, Shenyang, Peoples R China
[2] Jiangsu Univ Technol, Coll Culture & Tourism, Changzhou, Peoples R China
来源：
FRONTIERS IN PSYCHOLOGY | 2022年 / 13卷
关键词：
video images perception; online word of mouth; travel intentions; emotional evaluation; short video platform; cognitive image; affective image; gender; DESTINATION IMAGE; CONSUMER-BEHAVIOR; MODERATING ROLE; SOCIAL MEDIA; INFORMATION QUALITY; EMOTIONS; REVIEWS; GENDER; MODEL; RECOMMENDATION;
D O I：
10.3389/fpsyg.2022.984240
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
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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页数：16
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