The lure of siren's song: Exploring the influence of destination song perception on potential tourists' travel intentions.

Abstract

Tourism destinations are the important research objects of tourism geography. And destination songs, as a media of tourism destination image, play a very important role in it. Based on the SOR model, this study constructs a theoretical relationship between destination song perception and tourism intention. A total of 317 valid questionnaires were collected from potential tourists through the Internet and SPSS v.26.0 and AMOS v.24.0 were used for data processing to verify these theories. The study found that destination song perception has a positive effect on travel intention, emotion induced, and destination image perception; Emotion induced has a positive effect on destination image perception and travel intention; Destination image perception has a positive effect on travel intention. Emotion induced and destination image play a mediating role individually and play a chain mediating role together in the effect of destination song perception on travel intention, and there is no significant difference between different mediating effects. This study attempts to explain the influence of destination songs on the travel intentions of potential tourists, and might be used for tourism destination marketing, especially in creation, promotion and management of destination songs.