![]() As tourists’ travel behaviors change, destination marketing and management face new challenges. The outbreak of the COVID-19 pandemic led to severe damage to the international tourism industry, but it can also be a transformational opportunity. The possibility of cross-border promotion and destination image building in impoverished areas was explored using a scenario-based experiment. With the application of stimulus-organism-response (SOR) theory as a basic framework, this study explains the influence mechanism of STVs. ![]() ![]() The findings (N = 456) highlighted that users’ attitudes towards STVs have a direct impact on destination image and travel intention, while users’ emotional resonance (self-reference, sense of presence) and cognitive resonance (perceived esthetics, credibility, and entertainment) jointly determine users’ attitudes towards STVs. Therefore, a scenario-based experiment was designed using STVs related to Ganzi (甘孜) destination. This study aims to reveal the possibilities of STVs in cross-border tourism promotion and to develop research models and survey methods applicable to research related to the contents of STVs. Although there have been many prior studies on short video platforms, the mechanism and research system of the impacts of travel contents in short-form videos on users are not clear. The impacts of short-form travel videos (STVs) on destination marketing have been widely acknowledged in recent years.
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