The power of appeal: do good looks and talents of vloggers in tourism short videos matter online customer citizenship behavior?
學年 113
學期 1
出版（發表）日期 2024-11-22
作品名稱 The power of appeal: do good looks and talents of vloggers in tourism short videos matter online customer citizenship behavior?
作品名稱（其他語言）
著者 Jie Yin; Tianyu Li; Yensen Ni; Yifu Cui
單位
出版者
著錄名稱、卷期、頁數 Asia Pacific Journal of Tourism Research 29(12), p1555-1572
摘要 As the tourism industry recovers post-COVID-19, tourism short videos have emerged as a vital marketing tool. This study explores their impact on online customer citizenship behavior, providing valuable insights for marketers and destination managers to attract tourists and promote sustainable tourism. A survey method was employed, yielding 280 valid responses. Data were analyzed using SPSS Process and AMOS, with CFA for measurement validation and SEM to examine causal relationships. Consequently, by analyzing the effects of talents (emotional and informational support) and good looks (appearance charm), We found that informational and emotional support, along with vlogger appearance charm, significantly boost perceived value and online customer citizenship behavior. Perceived value mediates the relationship between these factors and customer behavior, showing that well-crafted tourism short …
關鍵字 Tourism marketing; tourism short videos; customer citizenship behavior; informational support; emotional support; appearance charm
語言 en_US
ISSN 1094-1665; 1741-6507
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度 是
國別 GBR
公開徵稿
出版型式 ,電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/127541 )