A study on the relationship between short-form video content expression and directional destination image correction
Rui Huang
Faculty of Innovation and Design, City University of Macau
DOI: https://doi.org/10.59429/pmcs.v8i3.15449
Keywords: short destination videos; perception of authentic expression; perception of scenic representation; cultural understanding; directional modification of destination imagery; destination familiarity; Macau's tourism image
Abstract
From the perspective of destination image formation, this study uses Macau short videos as a context to develop a model encompassing "perceived content expression – cultural understanding – directional adjustment of destination image," and examines the mediating role of destination familiarity. Based on 415 cross-sectional recall questionnaires, the results indicate that both perceived authenticity expression and perceived scenic expression are positively correlated with cultural understanding; cultural understanding mediates the relationship between these two expressions and deidealization and approachability adjustments; furthermore, Macau destination familiarity positively moderates the relationship between authenticity expression and cultural understanding.
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