Wang Xueyi, Wang Xin, Lai Ivan Ka Wai
Faculty of International Tourism and Management, City University of Macau, Macao, Macao SAR, China.
Research Center for Culture and Tourism Law, Hangzhou City University, Hangzhou, Zhejiang, China.
Front Psychol. 2023 Mar 2;14:1140519. doi: 10.3389/fpsyg.2023.1140519. eCollection 2023.
With the increasing popularity of mobile applications, people enjoy browsing online tourism information on social media. This information may cause psychological resonance, which in turn stimulates travel intentions. This study examined the relationship between online travel information quality (OTIQ), resonance, and conative destination image. A partial least squares structural equation model was used to analyze the survey data of 426 users who recently used social media to browse online tourism information. The results show that four dimensions of OTIQ (value-added, relevancy, completeness, and design) affect cognitive resonance, and three dimensions of OTIQ (interestingness, design, and amount of information) affect emotional resonance. Both cognitive resonance and emotional resonance directly affect the conative destination image. This study contributes to online tourism marketing research by identifying the factors of OTIQ that rise tourists' resonance. It also contributes to destination image research by extending the application of resonance theory and examining the role of cognitive resonance and emotional resonance in forming a conative destination image. Understanding how QTIQ builds a destination image can help destinations improve the quality of online tourism information to attract potential tourists. This study also provides recommendations to destination marketers to formulate appropriate marketing strategies in the age of innovative technology.
随着移动应用的日益普及，人们喜欢在社交媒体上浏览在线旅游信息。这些信息可能会引发心理共鸣，进而激发旅游意愿。本研究考察了在线旅游信息质量（OTIQ）、共鸣与意向性目的地形象之间的关系。采用偏最小二乘结构方程模型对426名近期使用社交媒体浏览在线旅游信息的用户的调查数据进行分析。结果表明，OTIQ的四个维度（增值性、相关性、完整性和设计）影响认知共鸣，OTIQ的三个维度（趣味性、设计和信息量）影响情感共鸣。认知共鸣和情感共鸣都直接影响意向性目的地形象。本研究通过识别引发游客共鸣的OTIQ因素，为在线旅游营销研究做出了贡献。它还通过扩展共鸣理论的应用并考察认知共鸣和情感共鸣在形成意向性目的地形象中的作用，为目的地形象研究做出了贡献。了解QTIQ如何构建目的地形象有助于目的地提高在线旅游信息质量以吸引潜在游客。本研究还为目的地营销人员提供建议，以便在创新技术时代制定适当的营销策略。
