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Keywords: Destination type
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Journal Articles
When destination meets cuteness: effect of virtual streamers’ cute anthropomorphic appearance on viewers’ travel intention
Available to Purchase
Asia Pacific Journal of Marketing and Logistics 1–21.
Published: 06 January 2026
... (high vs. low) and destination type (natural vs. cultural) influences viewers’ travel intention. Design/methodology/approach Drawing on congruence theory, attachment theory and mental imagery theory, this research examines the serial mediating effects of virtual streamer emotional attachment...
Journal Articles
Who generates your video ads? The matching effect of short-form video sources and destination types on visit intention
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2024) 36 (3): 660–677.
Published: 25 September 2023
... of matching short-form video sources with destination types on user engagement and visit intention. Design/methodology/approach This study selected three short-form videos from different sources for each destination on TikTok and conducted an empirical research using a 3 × 2 experimental design to examine...
