Exploring social media affordances in tourist destination image formation: A study on China's rural tourism destination

被引：22
|
作者：
Liu, Juan [1 ,2 ,3 ]
Wang, Chaohui [4 ]
Zhang, Tingting [5 ]
机构：
[1] Hubei Univ, Sch Tourism Management, 368 Youyi Ave, Wuhan 430062, Peoples R China
[2] Hubei Digital Culture & Tourism Res Inst, Wuhan 430062, Peoples R China
[3] Ctr Tourism Dev & Management Studies Hubei, Wuhan 430062, Peoples R China
[4] Anhui Normal Univ, Sch Geog & Tourism, 189 Jiuhua South Rd, Wuhu 241000, Peoples R China
[5] Univ Cent Florida, Rosen Coll Hospitality Management, 9907 Universal Blvd, Orlando, FL 32821 USA
来源：
TOURISM MANAGEMENT | 2024年 / 101卷
关键词：
Social media affordances (SMAs); Destination image; Social presence; Parasocial interaction (PSI); Social media; Conative image; PARASOCIAL INTERACTION; INTENTION; IMPACT; TV; TELEPRESENCE; PERCEPTIONS; LONELINESS; PLATFORMS; COMMERCE; MODEL;
D O I：
10.1016/j.tourman.2023.104843
中图分类号：
X [环境科学、安全科学];
学科分类号：
08 ; 0830 ;
摘要：
This study investigates the effect of social media affordances (SMAs) on tourist destination image formation from the technology affordances lens, and measures the mediating role of social presence and parasocial interaction (PSI). Through both qualitative and quantitative approaches to the empirical examination of 1751 pieces of tourist data collected from a two-wave survey approach, this study finds that SMAs has a significant direct relationship with cognitive image and affective image. The results also suggest that PSI partially mediate the effect of SMAs on cognitive image and affective image, and cognitive image and affective image under the influence of SMAs lead to conative image formation. These substantial findings could offer valuable insights for destination marketers into the development and adoption of SMA strategies, with the objective of cultivating and promoting a positive image of their destination in the tourism market.
引用
收藏
页数：17
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