| Tourism destination management institutions and Academia have always attached great importance to the study of travel intention because it is a strong predictor of practical action.Moreover,research on the formation mechanism of travel intention is conducive to the marketing management and long-term development of tourism destination.With the arrival of Web2.0 era,social media has achieved rapid development,the way in which the travel information being spreaded and emotionally communicated has been changed greatly.People are keen to share photos and opinions on social media,shaking the dominant position of the destination management agency in the traditional marketing environment.Tourist-generated content is also increasingly becoming an important source of travel information for potential visitors.As one of the most popular social media in China,Wechat Moments brings a large number of travel information together produced by tourists,which contain many travel photos.These travel photos not only reflect the photo sender's understanding of the destination,but also are important stimuli for potential visitors to generate travel intentions.Based on the S-O-R model and the visual communication theory,this paper constructs a model of Wechat Moments' s travel photos influence on travel intention,and uses empirical analysis to study this influence,the results show that:(1)Travel photos in the Wechat Moment can be divided into two dimensions: photo quality and photo quantity,which are important factors influencing the travel intention.The influence of travel photos in Wechat Moments on travel intention can be divided into direct influence path and indirect influence path.The direct impact of the path is mainly manifested in the quality of tourism photos have a significant positive impact on travel intention,the higher the quality of travel photos,the more likely the potential tourists have intention to visit the destination.While indirect influence path refers to the quality of tourism photos and the quantity of photos affect the image of destination,then affect the potential tourist's travel intention.(2)The image of destination plays an important role in the path of indirect influence which travel photos in Wechat Moments on travel intention.The quality of the photograph can not only affect the cognitive image perception of the destination significantly,but also positively affect the the potential tourist's affective image perception of the destination.The cognitive image of the potential visitors will affect the affective image perception significantly,the two together affect the overall image of the destination,thus affect the potential tourist's travel intentions,and the effect of affective image on the overall image is larger than that of cognitive image.While the quantity of photos can only significantly affect the destination cognitive image perception,can not affect the affective image significantly.The quantity of photos affects the overall image perception by influencing the potential tourist's cognitive image perception,which in turn affects the tourist intentions of potential tourists.(3)The relationship between travel photos and travel intentions of potential tourists can not be adjusted by the relationship strength significantly.Travel photos from strong relationships can not be more stimulating potential tourists to visit the destination compared to photos from weak relationships.That is to say,regardless of the travel photos of Wechat Moments are coming from strong relationships or weak relationships,the quality and the quantity of travel photos can affect the potential tourist's travel intentions by directly path or indirectly path,the source of travel photos is not important in terms of relationship strength. |
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