| With the rapid development of social media and changes in consumer attitudes,more and more tourists share their travel experiences on social media.At the same time,the travel content that users share on social media has a profound impact on the behavior and intentions of tourists,and provides important guidance for their travel decision-making.In the increasingly competitive tourism industry,tourist destinations need to adopt appropriate marketing strategies to enhance the competitiveness of local tourism resources.As a decentralized and sustainable new communication medium,social media has an undeniable influence in tourism development.Therefore,how to effectively use social media travel sharing to attract potential tourists has become an issue worthy of attention.Additionally,considering the diversity of forms(short videos,images with text,etc.)and content(narrative itinerary,emotional expression,etc.)of social media travel sharing in reality,the matching strategy between different forms and content emphases of social media travel sharing that can maximize the stimulation of potential tourists’ travel intentions is also a focal point.However,few scholars have considered the content attributes of social media travel sharing as well as the interaction effect of the two on potential tourists’ travel intentions.To address the above issues,this study constructed a conceptual model based on the SOR theory,which includes social media travel sharing presentation format,content attributes,sense of presence,flow experience,and travel intention.Using a scenario experiment research method,a between-subjects design of 2(presentation format: image-text/video)× 2(content attributes: informational/emotional)was adopted.This study aims to match the two presentation formats(image-text/video)with the two content attributes(informational/emotional)and to compare the differences between different combinations to determine the optimal matching combination.Furthermore,this study investigates the mediating effect of sense of presence and flow experience in the interactive effect of presentation format and content attributes on potential tourists’ travel intention.Data analysis and hypothesis testing were conducted using software such as SPSS and MPLUS.Finally,the following conclusions were drawn:(1)The interactive effect of presentation format and content attribute of social media travel sharing on potential tourists’ travel intentions: When the content attribute of social media travel sharing is informational,image-text format travel sharing can stimulate potential tourists’ travel intentions more than video format;When the content attribute of social media travel sharing is emotional,video format travel sharing can stimulate potential tourists’ travel intentions more than image-text format.(2)The mediating variables of sense of presence and flow experience play a chain-mediated role in the interaction effect of presentation format and content attribute on potential tourists’ travel intentions.This article explores the impact of travel sharing on the travel intentions of potential tourists in the context of social media,which further expands existing research and provides practical suggestions for tourism destination managers.Firstly,managers need to be aware of the importance of social media in promoting tourism destinations and encourage tourists to share their travel experiences.Secondly,they should recognize the matching relationship between the presentation format and content attributes of social media travel sharing,guide tourists to choose suitable content information according to different presentation formats,and use appropriate matching strategies in designing advertising.Finally,tourism destination managers should attach importance to the important role of flow experience,enhance the information quality and atmosphere rendering ability of social media travel sharing content,awaken the best experience of potential tourists,and enhance their travel intentions by improving their flow experience.The thesis has 17 figures,46 tables and 241 references. |
