Exploring the effect of use contexts on user engagement toward tourism short video platforms

Abstract

With tourism short video platforms’ increasingly fierce competition, retaining existing users and improving engagement has taken on greater theoretical and practical significance. Based on the self-system model of motivational development, this study, involving an empirical analysis of 252 user data samples, establishes a research model to determine how the use contexts affect users’ psychological process and finally lead to behavioral engagement. In particular, four use contexts of tourism short video platforms are proposed—namely, information acquisition, leisure and entertainment, attention obtainment, and social interaction. Different use contexts differ in the degree to which they satisfy users’ three psychological needs, thus influence their attitudinal engagement and behavioral engagement. The research results can provide theoretical and practical references on how to improve user engagement toward tourism short video platforms.

Exploration of Moderated, Mediated, and Configurational Outcomes of Tourism-Related Content (TRC) on TikTok in Predicting Enjoyment and Behavioral Intentions

“…The primary focus of the study is to elucidate how TikTok can effectively shape consumer decision-making. Additionally, it identifies research gaps, drawing from prior studies [16,[23][24][25][26][27][28], emphasizing the need for a deeper understanding of the information influencing consumer behavioral intention. These findings serve as the foundation for the primary research question and the development of the research model.…”

“…Kim et al [24] explored how tourism information services impact tourists' perceived enjoyment and their intention to use such services. Recent research has highlighted the potential of UGC on TikTok to engage potential tourists (see [25][26][27]). It has also shown that UGC can influence travel decision-making [16,28].…”