{"title":"Enhancing perceived usefulness in travel sharing: The role of construal-level congruence in text-image content","authors":"","doi":"10.1016/j.jhtm.2024.09.015","DOIUrl":null,"url":null,"abstract":"<div><div>Based on construal level theory and mental simulation theory, this study explores how the congruence between sharing type, pictorial richness, and tourism activity in travel sharing influences the perceived usefulness of text-image content. The findings from two experiments demonstrate that: aligning relaxing (challenging) tourism activities with feasibility (desirability) sharing significantly enhances perceived usefulness; for relaxing activities, feasibility sharing accompanied by rich pictorial information improves perceived usefulness; in relaxing (challenging) activities, the interaction between feasibility (desirability) sharing and rich (pallid) pictorial information is mediated by process-focused (outcome-focused) simulation. This research not only deepens theoretical understanding of user-generated content marketing but also proposes practical strategies targeted at this area.</div></div>","PeriodicalId":51445,"journal":{"name":"Journal of Hospitality and Tourism Management","volume":null,"pages":null},"PeriodicalIF":7.6000,"publicationDate":"2024-10-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality and Tourism Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S144767702400113X","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
Based on construal level theory and mental simulation theory, this study explores how the congruence between sharing type, pictorial richness, and tourism activity in travel sharing influences the perceived usefulness of text-image content. The findings from two experiments demonstrate that: aligning relaxing (challenging) tourism activities with feasibility (desirability) sharing significantly enhances perceived usefulness; for relaxing activities, feasibility sharing accompanied by rich pictorial information improves perceived usefulness; in relaxing (challenging) activities, the interaction between feasibility (desirability) sharing and rich (pallid) pictorial information is mediated by process-focused (outcome-focused) simulation. This research not only deepens theoretical understanding of user-generated content marketing but also proposes practical strategies targeted at this area.
期刊介绍：
Journal Name: Journal of Hospitality and Tourism Management
Affiliation: Official journal of CAUTHE (Council for Australasian Tourism and Hospitality Education Inc.)
Scope:
Broad range of topics including:
Tourism and travel management
Leisure and recreation studies
Emerging field of event management
Content:
Contains both theoretical and applied research papers
Encourages submission of results of collaborative research between academia and industry.
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