Tang Wu, Tosun Cevat, Mohamed Ahmad Edwin, Uslu Sinan
School of Tourism, Hospitality & Event Management, Universiti Utara Malaysia, Sintok 06010, Malaysia.
School of Business, The George Washington University, Washington, DC 20052, USA.
Behav Sci (Basel). 2024 Aug 9;14(8):694. doi: 10.3390/bs14080694.
As the usage of social media continues to grow and local governments expand their promotional efforts, more internet celebrity cities (ICCs) are emerging as popular tourist destinations. To investigate the internal mechanisms that affect tourists' travel intentions to such destinations, place attachment and perceived value were proposed as two factors reflecting their deeper emotional connections and practical assessments to visit ICCs. This study was conducted to examine the relationship between social media usage, perceived government market orientation (PGMO), place attachment, perceived value, and travel intention in the context of Chongqing, a popular ICC in China. To evaluate the research hypotheses, 750 valid questionnaires were collected and analyzed by structural equation modeling. The results showed that social media usage had a positive impact on tourists' travel intention to Chongqing, while PGMO did not significantly influence travel intention. However, both place attachment and perceived value had mediating effects in the relationship between social media usage, PGMO, and travel intention. This paper concludes with theoretical implications, suggestions for further research, and recommendations for practice.
随着社交媒体的使用持续增长，以及地方政府加大推广力度，越来越多的网红城市正成为热门旅游目的地。为了探究影响游客前往此类目的地旅游意愿的内在机制，地方依恋和感知价值被提出作为反映他们对参观网红城市更深层次情感联系和实际评估的两个因素。本研究旨在考察在中国热门网红城市重庆的背景下，社交媒体使用、感知政府市场导向（PGMO）、地方依恋、感知价值和旅游意愿之间的关系。为了评估研究假设，收集了750份有效问卷，并通过结构方程模型进行分析。结果表明，社交媒体使用对游客前往重庆的旅游意愿有积极影响，而PGMO对旅游意愿没有显著影响。然而，地方依恋和感知价值在社交媒体使用、PGMO和旅游意愿之间的关系中都起到了中介作用。本文最后得出了理论启示、进一步研究的建议以及实践建议。
