|
|
|
| Research on the Influence of Tourist Media Dependency on Their Behavior Intention |
| LI Xian，HUANG Chao |
| Southeast University, Nanjing, China |
|
|
|
|
Abstract Based on the development of the tourist media dependency construct, this study explores its influence mechanism on tourism behavior intention and conducts empirical testing using structural equation modeling. The results indicate that the tourist media dependency construct model has a second-order double factor structure, consisting of practical dependency and spiritual dependency. The double factors exhibit a significant three-chain mediating effect on tourism behavior intention, but the mechanisms differ. Compared to practical dependency, spiritual dependency enhances the cognitive image, emotional image, and destination trust simultaneously when functioning in a chain mediation role, thus “accelerating” the formation of tourism behavior intention. Media literacy weakens the reinforcing effect of practical dependency on emotional image and destination trust, and then weakens its role in promoting tourism behavior intention.
|
|
Received: 22 May 2024
|
|
|
|
|
|
|
