Short videos have blossomed into a powerful tool for marketing tourism destination as their content quality plays a critical role in laying the groundwork for tourists’ subsequent actions. Based on the Stimulus-Organism-Response Theory (SOR for short), this study classifies short video marketing content into three types: narrative, scene based, and emotional. By taking the sense of presence and video-induced sympathy as mediator variables, and key opinion leaders and individual escape motivation as moderator variables, this study develops a chain model of “marketing content, sense of presence/video-induced empathy, and behavioral intention”. By analyzing 545 valid questionnaires with Structural Equation Modeling (SEM for short) and fuzzy-set Qualitative Comparative Analysis (fsQCA for short), this study finds the following: (1) all three content types have significant positive effects on behavioral intention, with emotional content exerting the strongest effect and the mediating effect of video-induced empathy stronger than that of the sense of presence, indicating emotional content and video-induced empathy are the core elements in short video marketing for tourism destinations. (2) Key opinion leader marketing demonstrates a double-edged sword effect, as it can enhance scene experience but may also weaken the effectiveness of emotional content, reflecting the risk that commercialization erodes emotional authenticity, and users with high escape motivation are more likely to become emotionally involved in scene based content. (3) Configurational analysis identifies three types of high intention pathways, namely the emotional connection oriented type, the visual communication oriented type, and the experiential perception oriented type, indicating that the formation of high intention depends on the synergistic interaction of multiple factors. Overall, this study develops an integrated framework explaining how short video marketing content shapes tourists’ behavioral intentions, extends theoretical perspectives on tourism behaviors in new media contexts, and provides empirical evidence and managerial implications for tourism destinations to implement more targeted short video marketing strategies.

At the critical stage where the homestay industry is shifting from quantitative expansion to high-quality development, clarifying the mechanism through which host-guest interaction influences brand trust has become a key issue for enhancing brand competitiveness. This study takes Floral B&Bs as the research subject and, drawing upon brand relationship theory and affective solidarity theory, constructs a conceptual model of “host-guest interaction—tourism experience quality—brand trust”. Using questionnaire surveys and structural equation modeling (SEM), the study empirically examines the influence of host-guest interaction on brand trust, as well as the mediating role of tourism experience quality. The results show that: (1) within the tourism homestay scenario, each dimension of host-guest interaction (information interaction, product/service interaction, and interpersonal interaction) has direct and significantly positive effects on both tourism experience quality and brand trust. (2) The quality of the tourism experience plays a partial mediating role in the relationship between host-guest interaction and brand trust. (3) Among the three dimensions of interaction, the mediating pathway involving interpersonal interaction is the most significant. This paper focuses on the micro-mechanism of host-guest interaction on brand trust in tourism homestays, revealing the logic of brand trust generation in non-standard accommodation formats, fills the gap in the applicability of traditional brand trust theory in personalized service scenarios, and provides an interactive-oriented practical reference for homestay brand building under the background of the new development stage.

Internet celebrity marketing is a crucial driver for the expansion of the diving tourism market. By combining objective situations with individual micro-psychology, systematically deconstructing and exploring the impact effect and transmission mechanism of internet celebrity traits on consumers’diving tourism intentions, it can compensate for the shortcomings of traditional research that emphasizes the industrial perspective while neglecting the micro-individual level. This provides an important theoretical basis and practical insights for the precise marketing and experience product design of diving tourism destinations. From the economic form of “Internet plus”, internet celebrity traits, virtual community sense, and perceived challenge are abstracted. Based on the modified Theory of Planned Behavior (TPB) model, an influencing factor model of diving tourists’behavioral intentions is constructed. The results show that: (1) internet celebrity traits have a significant positive impact on diving tourism intentions. (2) Behavioral attitudes, subjective norms, perceived behavioral control, and virtual community sense play a mediating role between internet celebrity traits and diving tourism intentions. (3) Perceived challenge plays a positive moderating role in the relationships between internet celebrity traits and subjective norms, as well as between internet celebrity traits and behavioral attitudes. This study not only verifies the universal positive impact of internet celebrity traits on tourism intentions but also expands the research boundaries of traditional TPB in the context of high-risk experiential tourism and digital marketing, deepening the understanding of how internet celebrities promote the consumption upgrade of new tourism formats in the new economic form.

As museums become increasingly intelligent and social media is shaping our lives, museum visitors are shifting from passive receivers to active value co-creators. However, within the non-profit public cultural space of museums, the mechanism of and boundary conditions for how the process of museum visitors’ value co-creation drives their behavioral evolution remain unclear. Drawing on the customer-dominant logic, this study aims to uncover the transformation path from value co-creation to social sharing. To this end, this study constructs a mechanism model of value co-creation, immersive experience value, and social sharing intention, introduces social support as a contextual moderator, and conducts empirical analysis based on data of 386 questionnaires collected from visitors at four museums of different kinds in Guangzhou City. Findings indicate that: (1) museum visitors’ value co-creation does not only directly enhance their social sharing intention, but also exert an indirect impact on social sharing intention through the mediating effect of immersive experience value. (2) Social support strengthens the promoting effect of value co-creation on immersive experience value. This study reveals the mechanism of and boundary conditions for the museum visitors’ value co-creation to transform from act to experience and finally to intention. It provides managerial insights for improving museum service experiences and promoting cultural communication.