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薛冰婵
范雪丰
國際旅遊與管理學院
國際款待與旅遊業管理碩士學位課程 (英文學制)
碩士
2022
The influence of travel short videos on people's travel behavior intention
The influence of travel short videos on people's travel behavior intention
短視頻 ; 共振理論 ; 目的地形象 ; 旅行意向
Short video ; Resonance theory ; Destination image ; Travel intention
公開日期：12/6/2026
在移動互聯網時代，碎片化的生活方式正在成為常態，短視頻和短圖形是重要的傳播手段。它包括豐富多樣的格式，包括目的地，旅遊提示和實地考察。共振理論通常強調觀眾的生活如何與文化環境中的物體產生共鳴。本文將共鳴理論與目的地形象、旅遊意向聯繫起來，利用短視頻考察基於共鳴理論的認知共鳴、情感共鳴等不同方面對旅遊目的地的影響，進一步瞭解遊客旅遊意向的影響因素，豐富這部分的文獻。
利用結構方程模型對343名在不同短視頻平臺觀看過旅行短視頻的人的調查資料進行分析。提出並驗證了遊客對旅遊目的地形象的移情表現模型和旅遊目的地形象對遊客旅遊意向的移情表現模型。研究發現，旅遊短視頻的資訊可及性、來源可信度、視頻品質、娛樂性和啟發性增強了目的地形象的呈現，從而增強了觀眾的旅遊意願。此外，研究結果還表明，個人旅遊博主需要通過提高旅遊短視頻的品質、提供資訊豐富的內容和娛樂來增強流覽者對目的地形象的認知，以支持流覽者在情感上投資，增強旅遊意願。最後，研究為目的地和短旅行視頻製作者在製作短旅行視頻時提出了可行的建議。
利用結構方程模型對343名在不同短視頻平臺觀看過旅行短視頻的人的調查資料進行分析。提出並驗證了遊客對旅遊目的地形象的移情表現模型和旅遊目的地形象對遊客旅遊意向的移情表現模型。研究發現，旅遊短視頻的資訊可及性、來源可信度、視頻品質、娛樂性和啟發性增強了目的地形象的呈現，從而增強了觀眾的旅遊意願。此外，研究結果還表明，個人旅遊博主需要通過提高旅遊短視頻的品質、提供資訊豐富的內容和娛樂來增強流覽者對目的地形象的認知，以支持流覽者在情感上投資，增強旅遊意願。最後，研究為目的地和短旅行視頻製作者在製作短旅行視頻時提出了可行的建議。
In the mobile Internet age, fragmented lifestyles are becoming the norm, and short videos and short graphics are an important means of communication. It includes a rich variety of formats, including destinations, travel tips, and field trips. Resonance theory typically emphasizes how viewers' lives resonate with objects in the cultural environment. Linking resonance theory with destination image and tourism intention, this paper examined the influence of different aspects based on resonance theory in cognitive resonance and affective resonance on tourism destinations using short videos to further understand the factors influencing tourists' tourism intention and enrich the literature on this part.
The survey data of 343 people who had seen travel short videos on different short video platforms were analyzed using SEM. A model of tourists' empathy performance on tourism destination image and tourism destination image on tourists' tourism intention was proposed and validated. The findings show that Information access, Source credibility, Video quality, Entertainment and Inspiration of travel short videos enhance the presentation of Destination image, thus enhancing viewers' travel intention. In addition, the findings suggest that individual travel bloggers need to enhance viewers' perceptions of destination images by enhancing the quality of travel short videos and access to informative content and entertainment to support viewers to invest emotionally and enhance travel intentions. Finally, the study suggests feasible suggestions for destinations and short travel video producers when making short travel videos.
The survey data of 343 people who had seen travel short videos on different short video platforms were analyzed using SEM. A model of tourists' empathy performance on tourism destination image and tourism destination image on tourists' tourism intention was proposed and validated. The findings show that Information access, Source credibility, Video quality, Entertainment and Inspiration of travel short videos enhance the presentation of Destination image, thus enhancing viewers' travel intention. In addition, the findings suggest that individual travel bloggers need to enhance viewers' perceptions of destination images by enhancing the quality of travel short videos and access to informative content and entertainment to support viewers to invest emotionally and enhance travel intentions. Finally, the study suggests feasible suggestions for destinations and short travel video producers when making short travel videos.
2023
英文
104
Acknowledgments I
Abstract II
List of Figures VI
List of Tables VII
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research gap 4
1.3 Research Objectives 6
1.4 Significance of The Study 6
1.4.1 Practical significance 7
1.4.2 Theoretical significance 8
1.5 Thesis Outline 9
Chapter Two Literature Review 12
2.1 Short Video and Short Video Apps 12
2.2 Cognitive resonance 15
2.2.1 Information acquisition 16
2.2.2 Source credibility 17
2.2.3 Video quality 18
2.3 Emotional resonance 20
2.3.1 Entertainment 21
2.3.2 Inspiration 22
2.3.3 Escapism 23
2.3.4 Self-congruence 24
2.4 Destination image 25
2.5 Travel intention 28
Chapter Three Methodology 31
3.1 Research Design 31
3.2 Research Model 33
3.3 Questionnaire Design 35
3.3.1 Measurement Items Development 35
3.4 Research Process 40
3.4.1 Pilot Test 40
3.4.2 Sampling Method 41
3.4.3 Data Collection 42
3.5 Data Analysis 43
3.5.1 Descriptive Statistics Analysis 43
3.5.2 Reliability test 43
3.5.3 Validity test 43
3.5.4 Structural Equation Model（SEM） 44
Chapter Four Results 45
4.1 Descriptive Statistical Analysis 45
4.1.1 Basic Information Analysis 45
4.2 Reliability Analysis 48
4.3 Validity Analysis 50
4.3.1 Exploratory factor analysis (EFA) 50
4.3.2 Confirmatory Factor Analysis (CFA) 54
4.4 Correlation Analysis 56
4.5 Structural Equation Modeling (SEM) analysis 59
Chapter Five Conclusion 62
5.1 Research Conclusions 62
5.1.1 The relationship between information acquisition, source credibility, video quality, inspiration, escapism, entertainment, self-congruence and destination image 63
5.1.2 The relationship between destination image and travel intention 64
5.2 Implication 65
5.2.1 Theoretical Implication 65
5.2.2 Practical Implication 65
5.3 Limitations and Future Research 67
References 69
Curriculum Vitae 92
Appendices 93
Abstract II
List of Figures VI
List of Tables VII
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research gap 4
1.3 Research Objectives 6
1.4 Significance of The Study 6
1.4.1 Practical significance 7
1.4.2 Theoretical significance 8
1.5 Thesis Outline 9
Chapter Two Literature Review 12
2.1 Short Video and Short Video Apps 12
2.2 Cognitive resonance 15
2.2.1 Information acquisition 16
2.2.2 Source credibility 17
2.2.3 Video quality 18
2.3 Emotional resonance 20
2.3.1 Entertainment 21
2.3.2 Inspiration 22
2.3.3 Escapism 23
2.3.4 Self-congruence 24
2.4 Destination image 25
2.5 Travel intention 28
Chapter Three Methodology 31
3.1 Research Design 31
3.2 Research Model 33
3.3 Questionnaire Design 35
3.3.1 Measurement Items Development 35
3.4 Research Process 40
3.4.1 Pilot Test 40
3.4.2 Sampling Method 41
3.4.3 Data Collection 42
3.5 Data Analysis 43
3.5.1 Descriptive Statistics Analysis 43
3.5.2 Reliability test 43
3.5.3 Validity test 43
3.5.4 Structural Equation Model（SEM） 44
Chapter Four Results 45
4.1 Descriptive Statistical Analysis 45
4.1.1 Basic Information Analysis 45
4.2 Reliability Analysis 48
4.3 Validity Analysis 50
4.3.1 Exploratory factor analysis (EFA) 50
4.3.2 Confirmatory Factor Analysis (CFA) 54
4.4 Correlation Analysis 56
4.5 Structural Equation Modeling (SEM) analysis 59
Chapter Five Conclusion 62
5.1 Research Conclusions 62
5.1.1 The relationship between information acquisition, source credibility, video quality, inspiration, escapism, entertainment, self-congruence and destination image 63
5.1.2 The relationship between destination image and travel intention 64
5.2 Implication 65
5.2.1 Theoretical Implication 65
5.2.2 Practical Implication 65
5.3 Limitations and Future Research 67
References 69
Curriculum Vitae 92
Appendices 93
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