Constructing online destination brand experience and bilateral behavioral intentions: a sensory conduction perspective
Zhiyong Li, Difei Zhang, Qiqi Zhang, Xinyi Liu
Abstract
The emergence of short-form videos brings the sensory experience of the destination from offline to online and connects with the online destination brand experience (ODBE). Within the data crawled from short-form video content about Moshi Park, the study explored users’ destination sensory stimulation. Furthermore, we propose a cognitive–affective-conative model to investigate the relationship between sensory experience, ODBE and behavioral intentions. The results illustrate that visual stimuli dominate in the five senses, and hearing, touch, smell, and taste play an auxiliary role in influencing specific brand experience dimensions. All brand experience dimensions have a positive impact on users’ offline visit intention. However, affective and behavioral brand experience fails to motivate users to continue watching similar videos online for potential aesthetic fatigue and substitution effects. This study fills the research gap by examining the experiences and subsequent behaviors elicited by users watching short-form videos of tourist destinations. The model and discovery have made valuable contributions to refine sensory theory and brand experience, especially for virtual environments with advanced technology.