Research on the Impact of Douyin on Tourist Visit Intention toward West Lake (Hangzhou): Integrating Destination Image Theory and the Theory of Planned Behavior
DOI:
https://doi.org/10.54097/e2zwf694Keywords:
Douyin, West Lake, tourist visit intention, Theory of Planned Behavior, destination image, short-video marketingAbstract
This study investigates how Douyin short-video characteristics influence tourists' visit intention toward West Lake, Hangzhou, by integrating the Theory of Planned Behavior (TPB) with destination image theory. A quantitative questionnaire survey was conducted through Wenjuanxing among users aged 18 or above who had visited West Lake and had viewed West Lake-related Douyin content within the previous three months. Of 500 returned questionnaires, 290 valid responses were retained after screening and quality-control procedures. The measurement model showed good reliability and convergent validity, with Cronbach's alpha values ranging from 0.867 to 0.904, composite reliability from 0.868 to 0.904, and average variance extracted from 0.686 to 0.748. Structural equation modeling indicated that information quality and visual appeal positively influenced attitude, while interactivity positively influenced subjective norm. Attitude, subjective norm, and perceived behavioral control all positively influenced visit intention. Bootstrap analysis further identified significant indirect effects through the TPB constructs. The findings support an integrated media-characteristics-to-psychological-response-to-visit-intention mechanism and provide practical implications for destination marketers seeking to improve short-video communication, interaction, and travel facilitation.
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