Study On The Influence Of Travel Photos On Tourism Intention

Tourism intention has a strong predictive effect on actual actions,and has always been widely concerned by tourism destinations and academia.The study of the mechanisms of tourism intention formation will help in the marketing and promotion of the destination and its long-term development.The rapid development of social media has greatly changed the way tourists convey information.The act of taking photographs is used by tourists to construct and represent the image of a tourist destination,and also influences the choices and decisions of potential tourists through social media sharing.Currently,Wechat moments is one of the most popular social media platforms in China,bringing together a large number of travel photos posted by tourists.These travel photos not only express the tourists’ perception of the destination,but also serve as an important source of information about the destination for potential tourists.This study uses S-O-R theory as the basis for model construction and the influence of travel photos in Wechat moments on potential tourists’ tourism intention is systematically explored,and the results show that:(1)The shooting quality and information quality of travel photos in Wechat are positively correlated with the symbolic perception of attraction,respectively,indicating that the higher the shooting quality and information quality of travel photos in Wechat,the better the symbolic perception of attraction by potential tourists.(2)The perception of attraction symbols plays an important role in the indirect influence path of tourism intention by travel photos in Wechat.That is,by browsing the travel photos posted by friends in Wechat,potential tourists generate symbolic perceptions of the attraction of that destination,which eventually stimulates the generation of tourism intention of potential tourists.(3)The relationship strength does not play a regulatory role in this study model.That is,potential tourists browse travel photos in Wechat moments,and the resulting perception of attraction symbols and tourism intention are not directly related to the strength of the relationship between friends.