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Effects of travel vlogs on travel intention of slow tourism in China: an evaluation of resonance and destination image

Purpose: The distinct characteristics of slow tourism compared to mass tourism determine the differences between slow travelers and mass travelers. This transformation is essential for potential tourists to transition into slow travelers when promoting slow tourism to them. Can travel vlogs, a “fast...

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Main Authors: Wang, Meng, Abd Rahman, Azmawani, Abdul Aziz, Yuhanis, Adzharuddin, Nor Azura
Format: Article
Published: Emerald Publishing 2024
Online Access:http://psasir.upm.edu.my/id/eprint/113657/
https://www.emerald.com/insight/content/doi/10.1108/ijtc-12-2023-0268/full/html
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spelling my.upm.eprints.1136572024-11-19T07:21:46Z http://psasir.upm.edu.my/id/eprint/113657/ Effects of travel vlogs on travel intention of slow tourism in China: an evaluation of resonance and destination image Wang, Meng Abd Rahman, Azmawani Abdul Aziz, Yuhanis Adzharuddin, Nor Azura Purpose: The distinct characteristics of slow tourism compared to mass tourism determine the differences between slow travelers and mass travelers. This transformation is essential for potential tourists to transition into slow travelers when promoting slow tourism to them. Can travel vlogs, a “fast” way of promoting, achieve such a “slow” transformation? To address this question, the purpose of this paper is to introduce the resonance theory and investigate the impact of resonance with slow tourism vlogs on potential travelers’ destination image and travel intention. Design/methodology/approach: Through the distribution of online questionnaires on site, this study collected a total of 349 valid questionnaires. Subsequently, the researcher used partial least squares structural equation modeling to analyze the data and test the hypotheses. Findings: The research findings indicate that cognitive resonance only positively affected cognitive image, while emotional resonance was positively associated with both cognitive image and affective image. In addition, it was observed that cognitive image and affective image played a positive mediating role between resonance with slow tourism vlogs and travel intention. Originality/value: This research is pioneering in quantitatively validating the structure linking resonance, destination image and travel intention in the context of slow tourism. By validating the second-order structure of cognitive and emotional resonance, this study underscores the crucial role of resonance in shaping tourists’ transition toward a slow mindset in slow tourism. Emerald Publishing 2024-09 Article PeerReviewed Wang, Meng and Abd Rahman, Azmawani and Abdul Aziz, Yuhanis and Adzharuddin, Nor Azura (2024) Effects of travel vlogs on travel intention of slow tourism in China: an evaluation of resonance and destination image. International Journal of Tourism Cities, 10 (3). pp. 1145-1165. ISSN 2056-5607; eISSN: 2056-5615 https://www.emerald.com/insight/content/doi/10.1108/ijtc-12-2023-0268/full/html 10.1108/IJTC-12-2023-0268
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description Purpose: The distinct characteristics of slow tourism compared to mass tourism determine the differences between slow travelers and mass travelers. This transformation is essential for potential tourists to transition into slow travelers when promoting slow tourism to them. Can travel vlogs, a “fast” way of promoting, achieve such a “slow” transformation? To address this question, the purpose of this paper is to introduce the resonance theory and investigate the impact of resonance with slow tourism vlogs on potential travelers’ destination image and travel intention. Design/methodology/approach: Through the distribution of online questionnaires on site, this study collected a total of 349 valid questionnaires. Subsequently, the researcher used partial least squares structural equation modeling to analyze the data and test the hypotheses. Findings: The research findings indicate that cognitive resonance only positively affected cognitive image, while emotional resonance was positively associated with both cognitive image and affective image. In addition, it was observed that cognitive image and affective image played a positive mediating role between resonance with slow tourism vlogs and travel intention. Originality/value: This research is pioneering in quantitatively validating the structure linking resonance, destination image and travel intention in the context of slow tourism. By validating the second-order structure of cognitive and emotional resonance, this study underscores the crucial role of resonance in shaping tourists’ transition toward a slow mindset in slow tourism.
format Article
author Wang, Meng
Abd Rahman, Azmawani
Abdul Aziz, Yuhanis
Adzharuddin, Nor Azura
spellingShingle Wang, Meng
Abd Rahman, Azmawani
Abdul Aziz, Yuhanis
Adzharuddin, Nor Azura
Effects of travel vlogs on travel intention of slow tourism in China: an evaluation of resonance and destination image
author_facet Wang, Meng
Abd Rahman, Azmawani
Abdul Aziz, Yuhanis
Adzharuddin, Nor Azura
author_sort Wang, Meng
title Effects of travel vlogs on travel intention of slow tourism in China: an evaluation of resonance and destination image
title_short Effects of travel vlogs on travel intention of slow tourism in China: an evaluation of resonance and destination image
title_full Effects of travel vlogs on travel intention of slow tourism in China: an evaluation of resonance and destination image
title_fullStr Effects of travel vlogs on travel intention of slow tourism in China: an evaluation of resonance and destination image
title_full_unstemmed Effects of travel vlogs on travel intention of slow tourism in China: an evaluation of resonance and destination image
title_sort effects of travel vlogs on travel intention of slow tourism in china: an evaluation of resonance and destination image
publisher Emerald Publishing
publishDate 2024
url http://psasir.upm.edu.my/id/eprint/113657/
https://www.emerald.com/insight/content/doi/10.1108/ijtc-12-2023-0268/full/html
_version_ 1817844656825696256
score 13.223943

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