Education, Science, Technology, Innovation and Life
Open Access
Sign In

Research on the Impact of Short Food Videos on Consumer Travel Intentions: The Mediating Role of Destination Image

Download as PDF

DOI: 10.23977/tmte.2024.070312 | Downloads: 41 | Views: 456

Author(s)

Yao Yao 1

Affiliation(s)

1 University of Sydney, Sydney, Australia

Corresponding Author

Yao Yao

ABSTRACT

Based on destination image theory and the Stimulus-Organism-Response (SOR) model, this study employs structural equation modeling to examine the impact of food-related short videos on destination image and travel intentions. The findings reveal: First, the uniqueness of food culture, perceived authenticity, perceived interestingness, perceived interactivity, opinion leaders, and sense of presence presented in food-related short videos significantly and positively influence both cognitive and affective destination images. Among these factors, opinion leaders have the most substantial impact on potential tourists' cognitive and affective perceptions of the destination. Second, the aforementioned elements in food-related short videos significantly and positively influence travel intentions, with opinion leaders and sense of presence playing crucial roles in shaping consumers' travel intentions. Third, cognitive and affective images mediate the relationship between food-related short videos and travel intentions. These videos can indirectly influence travel intentions by altering potential tourists' perceptions of the destination's cognitive and affective images, thereby facilitating the transformation of potential tourists into actual tourists. Based on these findings, the following recommendations are proposed: emphasize authenticity and atmosphere in short video content; integrate local characteristics and culture into food-related short videos; enhance interactive experiences in short videos; strengthen collaboration with short video opinion leaders; regularly monitor audience feedback to grasp market trends; and pay attention to and mitigate negative word-of-mouth.

KEYWORDS

Food tourism; Food-related short videos; Travel intentions; Destination image; SOR model

CITE THIS PAPER

Yao Yao, Research on the Impact of Short Food Videos on Consumer Travel Intentions: The Mediating Role of Destination Image. Tourism Management and Technology Economy (2024) Vol. 7: 104-117. DOI: http://dx.doi.org/10.23977/tmte.2024.070312.

REFERENCES

[1] Tang Wai-wai, Chan Lai-kwan, lam ying-sing. A study on the behavioral intention of food tourists based on push-pull theory—an analysis from the perspective of sensation pursuit and authenticity [J].Journal of the Fuzhou University (philosophy and social sciences), 2022, 36(04): 34-44.
[2] Mehrabian A. An approach to environmental psychology[J]. Massachusetts Institute of Technology, 1974.
[3] Slama M E, Tashchian A. Validating the SOR paradigm for consumer involvement with a convenience good[J]. Journal of the Academy of Marketing Science, 1987, 15: 36-45.
[4] Baber R, Baber P. Influence of social media marketing efforts, e-reputation and destination image on intention to visit among tourists: application of SOR model[J]. Journal of Hospitality and Tourism Insights, 2023, 6(5): 2298-2316.
[5] Liu Mingxue, Li Xueyan, Dong Hailiang. Research on the effect of Guangxi Tourism Douyin Short Video on tourism intention based on Sor Model [J].New Media Studies, 2023,9(12): 97-101. DOI: 10.16604/J.CNKI. ISSN 2096-0360.2023.12.019.
[6] Hunt J D. Image as a factor in tourism development[J].Journal of travel research, 1975, 13(3): 1-7.
[7] Jenkins O H. Understanding and measuring tourist destination images[J]. International journal of tourism research, 1999, 1(1): 1-15.
[8] Fakeye P C, Crompton J L. Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley[J].Journal of travel research, 1991, 30(2): 10-16.
[9] Tasci A D A, Gartner W C, Cavusgil S T. Measurement of destination brand bias using a quasi-experimental design[J].Tourism management, 2007, 28(6): 1529-1540.
[10] Afshardoost M, Eshaghi M S. Destination image and tourist behavioral intentions: A meta-analysis[J].Tourism management, 2020, 81: 104154.
[11] Li Leilei. Tourism Destination Image Planning: Theory and practice [M]. Guangdong tourism publishing house, 1999.
[12] Engim Po, Herina. Study on the impact path of urban tourism image based on structural equation modeling -- a case study of Xi'an City [J].Human Geography, 2015, 30(3): 130-136.
[13] Jin Ziyue. How Chinese food videos affect overseas viewers' travel intentions: the moderating effect of food personality [D].Huazhong University of Science and Technology, 2023. DOI: 10.27157/d. CNKI. Ghzku.2023.003752.
[14] Björk P, Kauppinen-Räisänen H. Local food: a source for destination attraction[J].International Journal of Contemporary Hospitality Management, 2016, 28(1): 177-194.
[15] Robinson R N S, Getz D. Food enthusiasts and tourism: Exploring food involvement dimensions[J].Journal of Hospitality & Tourism Research, 2016, 40(4): 432-455.
[16] Jie Liu. A study on the impact of short video on tourists' travel intention based on Sor theory [D].Northwest Normal University, 2023. DOI: 10.27410/d. CNKI. GXBFU. 2023.001922.
[17] Lin yuan. A study on the influence of food documentaries on the travel intention of the youth group [D].Guangdong University of Foreign Studies, 2023. DOI: 10.27032/d. CNKI. GGDWU 2023.000069.
[18] Gao Haixia,Ying Yangshen. The impact of customer-enterprise interaction on user stickiness in short video social platform [J].Journal of Hangzhou Dianzi University Science (Social Sciences), 2020,16(04): 9-15. DOI: 10.13954/J. CNKI. Hdus. 2020.04.002.
[19] Zhang Di. The impact of short video on destination decision-making in the context of Internet celebrity marketing [D].Beijing International Studies University, 2021. DOI: 10.26930/d. CNKI. GBYEC. 2021.000004.
[20] Guan Tingdan. A study on the effect of Douyin short video on the image perception and tourism intention of tourism destination [D].Harbin University of Commerce, 2024. DOI: 10.27787/d. CNKI. Ghrbs. 2024.000528.
[21] Zhao Mengyuan. A study on the effect of restaurant-exploring short videos on urban tourism intention [D].Lanzhou University of Finance and Economics, 2024. DOI: 10.27732/d. CNKI. Gnzs.x. 2024.000220.
[22] Goodrich J N. The relationship between preferences for and perceptions of vacation destinations: Application of a choice model[J].Journal of Travel research, 1978, 17(2): 8-13.
[23] Lu Xin. A comparative study of travel decision-making between Chinese and French young tourists [D].East China University of Science and Technology, 2014.
[24] Wiertz C, de Ruyter K. Beyond the call of duty: Why customers contribute to firm-hosted commercial online communities [J].Organization studies, 2007, 28(3): 347-376.
[25] Testa R, Galati A, Schifani G, et al. Culinary tourism experiences in agri-tourism destinations and sustainable consumption—understanding Italian tourists’ Motivations [J]. Sustainability, 2019, 11(17): 4588.
[26] Zhang T, Chen J, Hu B. Authenticity, quality, and loyalty: Local food and sustainable tourism experience[J]. Sustainability, 2019, 11(12): 3437.
[27] Ducoffe R H. Advertising value and advertising on the web[J]. Journal of advertising research, 1996, 36(5): 21-22.
[28] Ngan Seok. A study on the impact of short video marketing on Xiamen's tourism destination image and tourism willingness [D]. Tianjin University, 2020. DOI: 10.27356/d. CNKI. GTJDU.2020.002598. 
[29] Mayer R C. An Integrative Model of Organizational Trust[J]. Academy of Management Review, 1995.
[30] Liu Li. Perception of tourism destination image and tourist travel intention: a comprehensive study based on the perspective of film and television tourism [J].Journal of Tourism, 28(09)2013:61-72.

Downloads: 10249
Visits: 265517

All published work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2016 - 2031 Clausius Scientific Press Inc. All Rights Reserved.