From fan to become tourist: watching online videos as seamlessly connecting travel
Journal of Hospitality and Tourism Technology
ISSN: 1757-9880
Article publication date: 8 May 2023
Issue publication date: 3 August 2023
Abstract
Purpose
In view of the influences of online videos on the cultural tourism industry, this study aims to explore the mechanisms triggered by watching online video behaviors of fans. This study examines how fans who have watched celebrities’ online videos become tourists who attend concerts held at destinations based on celebrity and destination endorsements.
Design/methodology/approach
This study builds for celebrity and destination endorsements on online videos by combining media richness and source model theory. This research adopts partial least squares structural equation modeling to analyze the mechanism triggered by online media.
Findings
Watching online media influences celebrity and destination endorsements, which, in turn, affects the concert experience and intention to return to the destination. Results reveal less intertwined relationships between celebrity and destination endorsements and the complex mechanisms between the two endorsements.
Originality/value
With the rise in popularity of online media, online content has become a major source of information in the tourism industry and a means of enjoying travel seamlessly. This study highlights not only the role of “watching online videos” as one of the richest media but also the role of live concerts in cultural tourism for understanding complex cultural tourism.
目的
为了探讨在线视频对文化旅游业的影响, 本研究探讨了观看在线视频所触发旅游行为的机制。本研究考察了在名人和景区的宣传下, 观看名人在线视频的粉丝如何成为参加目的地举办的演唱会的旅游者。
设计/方法/途径
基于媒体丰富度和来源模型理论, 本研究调查了名人与景区的宣传视频。本研究采用partial least squares（PLS）结构方程建模来分析在线媒体所引发的机制。
研究发现
观看在线媒体影响了名人和目的地宣传效应, 进而影响了演唱会的体验和到访目的地的意愿。研究结果揭示了名人和目的地宣传之间的关系并不紧密, 这两种宣传之间存在着复杂的机制。
原创性/价值
随着在线媒体的普及, 在线内容已成为旅游业中信息的主要来源和享受旅游的手段。本研究不仅突出了“观看在线视频”作为最丰富的媒体之一的作用, 也突出了演唱会在文化旅游中的功能, 以更全面地理解复杂的文化旅游。
Keywords
Acknowledgements
This work was received grants from the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A3A2098438) and supported by “The Fundamental Research Funds of Shandong University”.
Citation
Lee, K., Zhou, J. and Koo, C. (2023), "From fan to become tourist: watching online videos as seamlessly connecting travel", Journal of Hospitality and Tourism Technology, Vol. 14 No. 4, pp. 598-629. https://doi.org/10.1108/JHTT-11-2021-0314
Publisher
:Emerald Publishing Limited
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