2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)

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The Influence Mechanism of the Self-Presentation of KOLs in Travel Short Videos on Tourists’ Behavioral Intentions

Authors
Yuqing Xu1, *
1School of Economics and Management, Beijing Jiaotong University, Beijing, China
*Corresponding author. Email: 408877965@qq.com
Corresponding Author
Yuqing Xu
Available Online 25 July 2023.
DOI
10.2991/978-94-6463-210-1_30How to use a DOI?
Keywords
key opinion leaders; self-presentation; destination image; tourists’ behavioral intentions
Abstract

With the rise of mobile short videos, many key opinion leaders (KOLs) of travel short videos have emerged, which have brought a number of “internet-famous” tourist attractions. Based on “self-presentation theory”, this study classifies tourism short videos created by KOLs into “positive self-presentation” and “real self-presentation” short videos; combined with the SOR theory is used to investigate the influence mechanism of the self-presentation of KOLs in travel short videos on tourists’ behavioral intentions, and to build a research framework mediated by destination image. The results show that: (1) the self-presentation of KOLs in travel short videos significantly and positively affects the cognitive, emotional, and overall image perception and travelers’ behavioral intentions of the destination. (2) The KOLs’ “positive self-presentation” in travel videos is more effective in improving the destination image and motivating the travelers’ behavioral intentions. (3) The cognitive image, emotional image and overall image of the destination partially mediate the relationship between the self-presentation of KOLs in travel short videos and travelers’ behavioral intentions, respectively. The study is intended to provide implications for the use of short videos for tourism destination marketing.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
Series
Atlantis Highlights in Engineering
Publication Date
25 July 2023
ISBN
978-94-6463-210-1
ISSN
2589-4943
DOI
10.2991/978-94-6463-210-1_30How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yuqing Xu
PY  - 2023
DA  - 2023/07/25
TI  - The Influence Mechanism of the Self-Presentation of KOLs in Travel Short Videos on Tourists’ Behavioral Intentions
BT  - 2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
PB  - Atlantis Press
SP  - 232
EP  - 241
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-210-1_30
DO  - 10.2991/978-94-6463-210-1_30
ID  - Xu2023
ER  -