Short videos have become an essential tool for marketing tourism destinations. However, the impact of the characteristics of characters appearing in short videos on viewers' travel intentions has not been adequately explored. To address this research gap, this study uses narrative transportation theory, self-congruity theory, and place attachment theory to investigate the impact of short tourism videos on tourist behavioral intentions. The study employs the SEM method to analyze the influence paths empirically. The results indicate that the vlogger-self congruity and role-self congruity significantly impact the destination image at the "person-person relationship" construction level. At the "human-place relationship" construction level, destination image-self congruity directly influences the behavioral intentions of potential tourists. Furthermore, place attachment mediates this effect and creates two influence paths. This study provides a new framework for understanding short-video intention research and enriches studying the human-place relationship in the new media era.
MA, MINGXIA and ZHANG, Na, "How do short videos influence users’ behavioral intentions?" (2023). PACIS 2023 Proceedings. 118.
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