S-O-R 이론을 적용한 숏폼 여행 동영상 시청동기가 여행영감과 방문의도에 미치는 영향 연구 - 몰입의 매개 효과 -

Abstract

Short-form travel video is popular and can trigger travel inspiration. This travel inspiration further motivates travelers intention to visit a destination. Based on Stimulus-Organism-Response (S-O-R) model, this study aims to explore how the viewing motivations of short-form travel videos(novelty, entertainment, and relaxation) affect potential tourists' travel inspiration and visit intentions. The survey was conducted from 20 January 20 to February 10, 2025, via Wenjuanxing (a Chinese online survey platform), and a total of 307 valid questionnaires were obtained. Subsequently, the regression analysis was performed on the collected data using SPSS27. The results are as follows. First, viewing motivation(Novelty, Entertainment, Relaxation) had a significant positive effect on travel inspiration. Second, travel inspiration had a significant positive effect on flow. Third, both travel inspiration and flow had significant positive effect on the visit intention. Fourth, flow played a mediating role between travel inspiration and travel intention. By understanding the relationship between these motivations and tourist behavior, we aim to provide empirical evidence for tourism professionals to develop more effective marketing strategies, attracting more potential tourists and achieving sustainable development in the tourism industry.