Publication Details
Abstract
Short video platforms have become a significant medium for advertising tourism destinations due to rapid improvements in information technology and digitalization, influencing travelers' cognitive formation and decision-making. This study examines how short video content qualities affect travelers' visit intentions to Jiangxi Province tourism locations. Also examined is how tourists' views of short videos affect this process. The study uses the Stimulus-Organism-Response (SOR) theory, the Technology Acceptance Model (TAM), and the Source Credibility Theory to develop a four-dimensional theoretical model to assess tourists' visit intentions based on perceived trustworthiness, enjoyment, usefulness, and ease of use. A structured questionnaire survey and Structural Equation Modeling were utilized to collect and analyse data from potential visitors in this quantitative investigation. The results suggest that short video content directly affects tourists' visit intentions, with tourists' judgments on short films mediating this effect. Trustworthiness and utility enhance short movie ratings, increasing tourists' likelihood to visit. Enjoyment boosts travelers' emotional resonance and visit intentions. Perceived simplicity of use indirectly enhances interest and visit intentions by simplifying information acquisition and understanding. The study also indicated that tourists' opinions strongly mediate short video content attributes and visit intentions. This study shows that a positive attitude boost visit intentions and enhances short video content characteristics. The study advises that destination managers and marketers improve short video content's trustworthiness, enjoyment, utility, and usability to attract tourists and increase visit intent. This research not only provides empirical support for marketing strategies of tourism destinations in Jiangxi Province but also offers theoretical and practical guidance for the future application of short videos in tourism promotion. By deeply understanding the complex relationship between short video content factors and tourists' visit intentions, this study offers practical strategies to enhance the competitiveness of tourism destinations in the digital era.