Effects of travel vlogs on travel intention of slow tourism in China: an evaluation of resonance and destination image

PurposeThe distinct characteristics of slow tourism compared to mass tourism determine the differences between slow travelers and mass travelers. This transformation is essential for potential tourists to transition into slow travelers when promoting slow tourism to them. Can travel vlogs, a “fast”...

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Bibliographic Details
Published in:International journal of tourism cities 2024-09, Vol.10 (3), p.1145-1165
Main Authors: Wang, Meng, Azmawani Abd Rahman, Yuhanis Abdul Aziz, Nor Azura Adzharuddin
Format: Article
Language:English
Subjects:
Audiences
Credibility
Emotions
Tourism
Travel
Online Access:Get full text
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Description
Summary:PurposeThe distinct characteristics of slow tourism compared to mass tourism determine the differences between slow travelers and mass travelers. This transformation is essential for potential tourists to transition into slow travelers when promoting slow tourism to them. Can travel vlogs, a “fast” way of promoting, achieve such a “slow” transformation? To address this question, the purpose of this paper is to introduce the resonance theory and investigate the impact of resonance with slow tourism vlogs on potential travelers’ destination image and travel intention.Design/methodology/approachThrough the distribution of online questionnaires on site, this study collected a total of 349 valid questionnaires. Subsequently, the researcher used partial least squares structural equation modeling to analyze the data and test the hypotheses.FindingsThe research findings indicate that cognitive resonance only positively affected cognitive image, while emotional resonance was positively associated with both cognitive image and affective image. In addition, it was observed that cognitive image and affective image played a positive mediating role between resonance with slow tourism vlogs and travel intention.Originality/valueThis research is pioneering in quantitatively validating the structure linking resonance, destination image and travel intention in the context of slow tourism. By validating the second-order structure of cognitive and emotional resonance, this study underscores the crucial role of resonance in shaping tourists’ transition toward a slow mindset in slow tourism.
ISSN:2056-5607
2056-5615
DOI:10.1108/IJTC-12-2023-0268