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| INFLUENCE OF INTERNET CELEBRITY BLOGGER AND INTERNET CELEBRITY SCENE ON TRAVEL INTENTION AND WORD-OF-MOUTH RECOMMENDATION |
| XIAO Ning1, YANG Jin-hua1,2, XU Yuan-zhao1, LEI Fa-yu1 |
1. College of Geography and Tourism, Hengyang Normal University, Hengyang 421002, China;
2. School of Geography and Ocean Science, Nanjing University, Nanjing 210023, China |
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Abstract The Internet celebrity publicity of short videos in tourist destinations has an important impact on the travel of consumers, and this phenomenon has attracted extensive attention from the academic circle. At the present stage, although some scholars have combined the short videos of Internet celebrities with tourists' travel intention and word-of-mouth recommendation, the research on its influence mechanism still needs to be further explored. The research based on the two-dimensional perspective of Internet celebrity bloggers and Internet celebrity scenes is relatively insufficient. Therefore, based on SOR theory and opinion leader theory, this paper collects questionnaire survey data and adopts structural equation model to conduct empirical research to explore the influence of Internet celebrity bloggers and Internet celebrity scenes on travel intention and word-of mouth recommendation. The results show that:1) the characteristics of Internet celebrity bloggers and Internet celebrity scenes in short videos have a significant positive impact on the cognitive and emotional responses of consumers; 2) Cognitive and emotional responses also have significant positive effects on consumers' travel intention and word-of-mouth recommendation; 3) Consumers' cognitive response, emotional response and travel intention play a chain mediating effect between online celebrity bloggers, online celebrity scenes and word-of-mouth recommendation. In addition to these findings, this study also provides theoretical and practical enlightenment for tourism destinations to improve the effect of new media marketing represented by short videos.
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Received: 31 October 2022
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2024, Vol. 39 
