Perceived quality symbols in short-video social media drive ski tourism behavior.

The rise of short-video social media platforms has transformed consumer decision-making in tourism, particularly in high-risk activities such as ski tourism. This study, grounded in semiotic theory, explored the influence of perceived quality symbols on short-video content on tourists' behavioral motivation, risk perception, and intention to participate in ski tourism. Using a mixed-methods approach, qualitative analysis identified key symbolic dimensions-environmental quality, informational quality, interactive quality, vlogger quality, and service quality-while quantitative analysis validated the "perceived quality symbol-motivation-behavior" model. Findings reveal that perceived quality symbols significantly enhance behavioral motivation and intention, though they do not directly affect risk perception. However, risk perception serves as a negative moderator in the relationship between quality symbols and motivation, indicating a nuanced interplay between symbolic representations and perceived risks. These findings contribute to the theoretical discourse on symbolic interactionism in digital tourism and provide practical insights for destination marketing strategies. By elucidating the impact of visual narratives on consumer perceptions, this study highlights the pivotal role of short-video content in shaping tourism behavior in high-risk settings.