Despite the increasing popularity of short video platforms (SVPs) in tourism, there has been a lack of integrated theoretical understanding regarding the mechanism of how SVP users’ perceptions of social media influencers (SMIs) and quality of SVPs influence their intention to visit the destination. By combining social learning theory and the technology acceptance model (TAM), this study investigated the effectiveness of SVPs in terms of source credibility of SMIs and the quality of SVPs in inducing travel intention via attitude. Analyses with a sample of 454 respondents revealed that perceived expertise of SMIs in SVPs positively influenced attitude toward the destination. Additionally, perceived usefulness and enjoyment of short travel videos positively influenced attitude toward SVPs. Attitude toward SVPs was positively linked to attitude toward destination. Both attitudes, in turn, led to travel intention. The study also revealed that parasocial interaction moderated the relationships between perceived attractiveness and expertise and attitude toward the destination. Destination marketing organizations (DMOs) and tourism marketers are advised to focus on utilizing SMIs who show expertise and featuring informative and enjoyable videos on SVPs for their destination promotion.

中文翻译：

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探讨短视频平台对游客态度和旅游意向的影响：社会技术视角

尽管短视频平台（SVP）在旅游业中越来越受欢迎，但对于SVP用户对社交媒体影响者（SMI）的看法和SVP的质量如何影响他们访问目的地的意愿的机制，仍然缺乏综合的理论理解。本研究结合社会学习理论和技术接受模型（TAM），研究了SVP在SMI来源可信度方面的有效性以及SVP通过态度诱导出行意愿的质量。对 454 名受访者进行的样本分析显示，高级副总裁中 SMI 的专业知识对目的地的态度产生了积极影响。此外，短旅行视频的实用性和享受感也对高级副总裁的态度产生了积极影响。对高级副总裁的态度与对目的地的态度呈正相关。这两种态度反过来又导致了旅行意愿。该研究还表明，准社会互动调节了感知吸引力与专业知识以及对目的地的态度之间的关系。建议目的地营销组织 (DMO) 和旅游营销人员重点利用具有专业知识的 SMI，并在 SVP 上展示信息丰富且有趣的视频来进行目的地宣传。