“Preview to positive”: field visit intention as consequences of presence in tourism short videos – the role of optimism bias

ABSTRACT This study develops a theoretical framework that integrates spatial presence and social presence into the emotional pathways of goal-directed behavior and considers the moderating effects of optimism bias. The result of data analysis indicates that a) spatial presence and social presence are significant determinants of viewer field visit intention; b) positive emotions and travel desires play a mediating role in the relationship between presence and behavioral intention; c) optimism bias enhances the field visit intentions of viewers in a moderated manner. The research findings explain the virtual-to-reality conversion of tourism short videos and highlight implications for tourism marketing practices.