A Study of the Impact of Short Cultural and Travel Videos on Urban Tourism Intention

Ziteng Wang; Xuqi Cao; Hanyu Shao; Qitong Gao; Jingyi Xu

doi:10.54097/xf2gwh17

Authors

Ziteng Wang
Xuqi Cao
Hanyu Shao
Qitong Gao
Jingyi Xu

DOI:

https://doi.org/10.54097/xf2gwh17

Keywords:

SOR Model, City Image, Tourism Intentions, New Media.

Abstract

Short videos focusing on culture and travel have emerged as crucial tools for promoting urban cultural tourism. Grounded in the SOR (Stimulus-Organism-Response) model, this study develops a four-dimensional scale for these videos: content richness, distribution channels, creator popularity, and video interestingness. Structural equation modeling reveals that these dimensions positively influence viewers' tourism intentions, with creator popularity and video interestingness showing the strongest effects. The cognitive image acts as a significant mediator, indicating that short videos positively shape perceptions and subsequently enhance tourism intentions. Emotional impacts also play a key role, as the videos strengthen emotional impressions, leading to increased tourism intentions. This quantitative study applies the SOR model to analyze the mechanism through which short videos influence urban cultural tourism, offering new insights for city marketing strategies and expanding the application of SOR theory in this domain.

Downloads

Download data is not yet available.

References

[1] Pathak Kanishka,Prakash Gyan.Exploring the role of augmented reality in purchase intention: Through flow and immersive experience [J].Technological Forecasting & Social Change,2023,196.

[2] Yuxuan Yao,Fangping Cao. The impact of short videos on consumers' willingness to travel [J]. China Business Journal,2024,33 (17):79-83.

[3] Gao Peng,Zeng Yuanyuan,Cheng Yu.The Formation Mechanism of Impulse Buying in Short Video Scenario: Perspectives From Presence and Customer Inspiration [J].Frontiers in Psychology,2022,13.

[4] Sun Jiuxia. New Trends in the Development of Culture and Tourism Industry [J]. People's Forum,2023, (09):98-102.

[5] Imtiaz Arif,Wajeeha Aslam,Hira Siddiqui.Influence of brand related user-generated content through Facebook on consumer behaviour: a stimulus-organism-response framework [J].International Journal of Electronic Business,2020,15 (2).

[6] Wang Shengyuan,Wang Yanqiang. A study on the impact of culture and travel short video promotion on users' impulsive travel intention based on SOR theory [J]. New Media Research,2023,9 (21):43-46.

[7] Xu Linhong, Lin Hongfei, Pan Yu et al. The construction of emotion vocabulary ontology [J]. Journal of Intelligence, 2008,27 (2):180-185.

[8] Kong Kai,Dong Huan. The effect of short video marketing on consumers' impulsive purchase intention - based on the mediating role of online immersion and psychological intention [J]. Research on Business Economics,2024, (14):59-62.

[9] Zhai L, Yin P, Li C, et al.Investigating the effects of video-based E-word-of-mouth on consumers’ purchase intention:the moderating role of involvement [J].Sustainability, 2022, 14 (15) .

[10] Wu J, Wang F, Liu L, et al.Effect of Online Product Presentation on the Purchase Intention of Wearable Devices:The Role of Mental Imagery and Individualism-Collectivism [J].Frontiers in psychology, 2020 (11).