Abstract

This paper aims to extend the Stimulus-Organism-Response (S-O-R) model to social media context in China and validate the positive influence between short video, destination image, perceived interactivity, and short video application users’ visit intention. Data were collected through an online survey, a PLS-SEM analysis was used. The results (n=236) show that video quality significantly affects both the cognitive and affective image of the video destination, and the perceived interactivity significantly influences their behavioral intention. This study makes up for the deficiency of the theoretical research of social media and helps tourism departments to develop appropriate promotion strategies to destinations.

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