How do short videos influence users’ tourism intention? A study of key factors

Frontiers in Psychology

article

Jing Liu¹  Yujie Wang¹  Liyan Chang² 

[1] School of Management, Nanjing University of Posts and Telecommunications;School of Information Management

关键词: Short video;    Tourism intention;    SOR model;    Technology acceptance model;    Flow theory Factor Structure Relevant Studies;   

DOI  :  10.3389/fpsyg.2022.1036570

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

With the acceleration of urbanization, tourism plays an increasingly important role in urban economic development. As an emerging media form, short video has incomparable advantages in publicizing tourist attractions. Based on the Stimulus-Organism-Response (SOR) model, the technology acceptance model (TAM) and flow theory, this paper constructs an influencing factor model of short videos on users’ tourism intention. Users with short video browsing habits were recruited as study participants. The results show that perceived professionalism and perceived interactivity have a significant positive impact on telepresence only; perceived enjoyment and perceived ease of use have a significant positive impact on both telepresence and flow experience; and telepresence not only has a direct and significant positive impact on tourism intention, but also has an indirect effect by significantly moderating the effect of flow experience on tourism intention. According to these influencing factors, some suggestions are put forward regarding both platform technology and video content. This study informs the construction of short video platforms and the creation of short video content, providing feasible suggestions for the promotion of tourist attractions.

【 授权许可】

CC BY