Fostering a young audience's media-induced travel intentions: The role of parasocial interactions

Bi, Yahua; Yin, Jie; Kim, Insin

doi:10.1016/j.jhtm.2021.04.011

Cited by 28 publications

(32 citation statements)

References 75 publications

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“…Consistent with the research results of Bi et al (2021) , tourists’ entertainment motivation has a positive impact on parasocial relationship. Bi et al (2021) apply the concept of parasocial relationship (PSI) to TV programs to determine whether it will trigger the travel intention of young viewers.…”

Section: Discussionsupporting

confidence: 87%

The study on the impact of short video tourism Vloggers at social media platform on online sharing intention

Shen¹,

Zhang²

2022

Front. Psychol.

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COVID-19 has caused significant damage globally, including tourism. This study adopts the quantitative research method, selects 588 samples from tourists watching short videos to investigate the antecedents and effects of parasocial interaction between tourists and short video tourism Vloggers, and analyses them with partial least squares. Based on parasocial relationship theory, this study investigates the antecedents of parasocial relationships between tourists and short video tourism Vloggers and their willingness to share short video tourism. Results show that the consistency of values, entertainment motivation, and emotional engagement positively impact the parasocial relationships between tourists and short video tourism Vloggers and affect the online sharing intention through the parasocial relationship. The consistency of values can directly affect sharing intention. As an intermediary variable, parasocial relationship positively impacts value congruence, entertainment motivation, emotional engagement, and sharing intention. This study introduces parasocial relationship into the research of tourism short video Vloggers, which enriches the literature. Furthermore, this introduction provides new marketing strategies and suggestions for the sustainable development of tourism.

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Section: Discussionsupporting

confidence: 87%

The study on the impact of short video tourism Vloggers at social media platform on online sharing intention

Shen¹,

Zhang²

2022

Front. Psychol.

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“…Similarly, experiences of PSI with the media persona associated with a place are related to the appreciated perceived value of the destination (Yen and Teng, 2015). Experiences of PSI have also been evidenced to enhance the tourists’ decision-making choices of destination and travel intentions (Bi et al , 2021). The most immediate change resulting from favorable PSI experiences is expected to be towards the medium of communication that features the media persona, that is, website, television or blog/vlog (Su et al , 2011).…”

Section: Theoretical Backdropmentioning

confidence: 99%

Food vloggers and parasocial interactions: a comparative study of local and foreign food vlogs using the S-O-R paradigm

Yousaf

2022

IJCHM

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Purpose The purpose of this paper is to use the stimulus-organism-response (S-O-R) paradigm to understand how the source characteristics of the local and foreign food vloggers impact perceptions associated with the consumption setting of food vlogs (FVs), that is, experiential value and authentic value, cultivate the experiences of parasocial interaction (PSI) and how they are channelized into behavioral and attitudinal dispositions of food tourists. Design/methodology/approach Following a survey research design, a sample of 418 participants with an interest in food-related touristic journeys was analyzed. Both Pakistani and foreign FVs about Peshawar, a historic city situated on the ancient silk route, were selected for a common reference point. Findings The reception of Pakistani and foreign food vloggers differed significantly, implying that source characteristics, especially perceived similarity with the food vlogger, are an essential factor in the case of FVs. FVs’ authentic and experiential values significantly nurtured the experiences of PSI and positively influenced viewers’ evaluation of vlogs. The experiences of PSI cultivated visit intentions towards a destination. However, their relationship with the destination’s food image was not significantly related. The favorable reception of FVs was positively associated with the destination’s food image and visit intentions. Practical implications The findings provide tourism and hospitality managers with suggestions on how to appreciate and incorporate the marketability of FVs into their destination marketing campaigns. Originality/value This study opens up new avenues of scholarly debate by comparing the local and foreign food vloggers’ source effectiveness in cultivating PSI experiences and resultant attitudinal and behavioral changes. This study adds to the emergent research stream of understanding the food vlogger–viewer relationship through the S-O-R framework.

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“…Su et al [ 36 ] found that if highly perceived cultural proximity exists, the viewer’s PSR with and attitude towards the character are associated with viewer’s attitude towards the destination. The relationship among young audiences’ PSR, perceived well-being and travel intentions were also examined by the new study [ 18 ].…”

Section: Literature Reviewmentioning

confidence: 99%

“…Research conducted by [ 81 ] showed the mediating role of PSR between source credibility and visit intention. Bi et al [ 18 ]’s recent study found the significant indirect impact of PSR on young people’s TV-induced travel intentions through perceived well-being. Thus, the following hypothesis was developed:…”

Section: Hypothesis Developmentmentioning

confidence: 99%

“…Parasoical relationship is a concept that describes an illusory intimacy developed between the media person and the viewers [ 16 ]. Previous studies examined the role of parasocial relationship in brand identification and customer citizenship behaviour [ 17 ], perceived well-being and visit intention in the context of TV-induced tourism [ 18 ], destination brand love [ 9 ], perceived brand quality, brand affect and brand preference [ 19 ].…”

Section: Introductionmentioning

confidence: 99%

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Effect of parasocial relationship on tourist’s destination attitude and visit intention

2022

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Background Along with the rapid development of the Internet, the form of destination marketing is becoming increasingly innovative and diverse. Celebrity endorsement via social media, as an effective marketing strategy, has been widely used by various tourism companies to attract and engage with their customers. Previous studies have investigated the various aspects of such endorsement (e.g. the effect of endorser’s attributes) in different contexts (e.g. Hotel, Restaurant, Airline). However, little research has focused on the influence of the tourists’ parasocial relationship with endorsers on destination marketing. Accordingly, the current study aims to explore the role of parasocial relationships on tourists’ destination attitude and visit intention. Method This study adopted quantitative method and conducted Partial Least Square-Structural Equation Modelling (PLS-SEM) for data analysis. 498 valid questionnaires were collected from Weibo (One of China’s most popuar social media platforms). Results Results suggested that endorser’s credibility positively influenced follower’s parasocial relationship (p<0.001), which in turn positively influenced destination attitude and visit intention (p<0.001). Additionally, the parasocial relationship significantly mediated the relationship between credibility and destination attitude as well as visit intention (p<0.001). Conclusion The emerging trend of celerbity endorsement via live-streaming makes tourism destination marketing more diverse and even effective. Through exploring the underlying mechanism of celebrity endorsement, this study can provide destination marketers with insights about how to build and strengthen the tourist’s attitude and visit intention towards destiantion by developing their parasocial relationships with endorsers. This study also adds to the literature of using Partial Least Square-Structural Equation Modelling (PLS-SEM) in tourism and hospiatlity research.

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Fostering a young audience's media-induced travel intentions: The role of parasocial interactions

Cited by 28 publications

References 75 publications

The study on the impact of short video tourism Vloggers at social media platform on online sharing intention

The study on the impact of short video tourism Vloggers at social media platform on online sharing intention

Food vloggers and parasocial interactions: a comparative study of local and foreign food vlogs using the S-O-R paradigm

Effect of parasocial relationship on tourist’s destination attitude and visit intention

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