Research on the Influence Mechanism of"Tourist Generated Content"on Travel Intention:An Empirical Study Based on the SOR-TAM Integration Model
Nowadays,as social networks continue to penetrate daily life,few studies have paid attention to the impact of tourist generated content on online social platforms on travel intention.Based on the SOR theoretical model,this article discusses the process of promoting tourism intention through cognitive evaluation of perceived trust and perceived usefulness under the stimulation of tourist-generated content in online social platforms.By surveying 303 tourists,we analyzed how tourist-generated content affected travel intention.The results of regression analysis show that the richness,timeliness,interactivity and entertainment of tourist-generated content in online social platforms have significant direct effects on travel intention.There are also indirect effects through perceived trust and perceived usefulness.This research enriches the results of the research field of tourist-generated content,and also provides some guidance and suggestions for social network marketing strategies in the tourism industry.
tourist-generated contentperceivedtravel intentionSOR-TAM integration model
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