This research discusses the impact of the perception of video images and online word of mouth on tourists’ travel intentions. A survey of 390 users who watched travel videos on… Click to show full abstract
This research discusses the impact of the perception of video images and online word of mouth on tourists’ travel intentions. A survey of 390 users who watched travel videos on short-video platforms was conducted using structural equation modeling. The results are as follows. First, the perception of video images can significantly affect tourists’ intention to visit the destinations. Second, as a mediating variable, online word of mouth can enhance the positive effects of the perception of video images on tourists’ travel intentions. Third, gender had a positive moderating effect, which was particularly obvious in the relationship between the perception of video images and online word of mouth. This research provides a theoretical basis for the utility of tourism-related short videos, which can help stimulate tourists’ intention to visit promoted destinations.
               
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