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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.
- Source :
- Frontiers in Psychology; 9/8/2022, Vol. 13, p1-16, 16p
- Publication Year :
- 2022
-
Abstract
- 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. [ABSTRACT FROM AUTHOR]
- Subjects :
- STREAMING video & television
STRUCTURAL equation modeling
INTENTION
TOURISTS
VIDEOS
Subjects
Details
- Language :
- English
- ISSN :
- 16641078
- Volume :
- 13
- Database :
- Complementary Index
- Journal :
- Frontiers in Psychology
- Publication Type :
- Academic Journal
- Accession number :
- 159279863
- Full Text :
- https://doi.org/10.3389/fpsyg.2022.984240