Research on the Mechanism of Destination Social Media Content Marketing Affecting Tourists'Travel Intention
With the advent of the digital era,social media content marketing plays an important role in improving the attractiveness of tourism destinations.This article explores the impact mechanism of destination social media content marketing on tourists'travel intention based on variables including narrative transportation,arousal,dominance,distance desire,and travel intention.By analyzing 300 valid questionnaires using structural equation modeling,the results indicate that narrative transportation has a positive effect on tourists'travel intention,arousal and dominance mediate between narrative transportation and tourists'travel intention,and distance desire moderates the influence of dominance on tourists'travel intention.This article provides a new perspective for studying the impact mechanism of travel intention,and the research results have reference significance for relevant research and practice about destination social media content marketing.
social media content marketingnarrative transportationpleasure-arousal-dominance modeldistance desiretravel inten-tion
NETL
NSTL
万方数据
