The Role of Social Capital for Short-Video Platform Users’ Travel Intentions: SEM and Fsqca Findings

Shan-Shan Liao,Ching-Yuan Lin,Ying-Ji Chuang,Xing-Zheng Xie

doi:10.3390/su12093871

Abstract

This study examined the antecedents of travel intentions in the context of Chinese short-video platforms. Based on a review of the literature on travel intentions, we proposed an integrated model containing determinants of social capital and an elaboration likelihood model. In total, the data from 496 valid questionnaires were analyzed through structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The SEM findings revealed that the determinants of social capital influenced the characteristics of tourist-generated content (TGC), which in turn affected users’ travel intentions. Homophily and interpersonal influence were direct antecedents of travel intentions, whereas tie strength non-significantly affected travel intentions. The fsQCA results revealed four configurations of the determinants of social capital and TGC characteristics required to achieve a high level of travel intention. Source credibility was discovered to be a necessary but not sufficient condition for travel intention. These findings offer insights for both academics and tourism marketers.

Highlights

Since its inception two decades ago, social media has revolutionized communication and enabled products and services to be marketed beyond geographical boundaries [1]
Social media has become a critical channel through which potential tourists obtain travel information when making travel plans
The tourism industry cannot survive if it does not understand the process of how travel intentions are formed in the context of social media

Summary

Introduction

Since its inception two decades ago, social media has revolutionized communication and enabled products and services to be marketed beyond geographical boundaries [1]. These changes have had a profound impact on the sustainable development of tourism industry [2,3,4]. Video platforms have become popular due to the widespread use of smartphones; of these platforms, short-video platforms have been especially popular in China since their explosive growth in 2016 Such platforms are valuable as they allow users to quickly and disseminate, consume and share a wealth of timely information without the need to obtain the original author’s permission [13,14].

Methods

Results

Conclusion