Yanzhe Yuan, Jiraporn Surachartkumtonkun and Wei Shao
This research explores how playful TikTok video content influences customers’ attitudes towards travel destinations and their intention to share. It examines the role of mental…
Abstract
Purpose
This research explores how playful TikTok video content influences customers’ attitudes towards travel destinations and their intention to share. It examines the role of mental imagery in shaping these responses and investigates how perceived novelty moderates the relationship between playfulness and mental imagery.
Design/methodology/approach
We conducted a scenario-based online survey using an actual video from a real Chinese influencer, with 701 tourists participating. In the second study, we used an experimental research design and created a video specifically for the experiment, where we manipulated the playfulness of the content, involving 402 participants.
Findings
The results show that the playfulness of TikTok videos enhances mental imagery, which mediates the positive effect on customers’ attitudes and sharing intentions. Novelty further strengthens the impact of playfulness on mental imagery, highlighting the importance of both factors in destination marketing.
Research limitations/implications
Data were collected in mainland China, where the travel short video content was shared by the blogger. Future research should validate these findings with travellers from different countries and destinations, expanding the understanding of consumer engagement on social media for destination marketing.
Practical implications
This research has significant implications for creating destination marketing strategies on TikTok. Marketing managers and influencers should prioritise crafting playful video content while considering the unique appeal and novelty of the travel destination. This approach is crucial for fostering active customer engagement online.
Originality/value
This research advances our understanding of how playfulness and novelty in TikTok videos influence mental imagery, impacting consumer attitudes and behaviour. It contributes to destination marketing by highlighting the mediating role of mental imagery and the moderating effect of novelty in shaping customer responses and sharing intentions.
Details
Keywords
Yi-Hsin Lin, Yanzhe Guo, Chan-Joong Kim, Po-Han Chen and Mingwei Qian
In the process of undertaking overseas construction projects, relational governance has become indispensable for project stakeholders. This study examines how relational…
Abstract
Purpose
In the process of undertaking overseas construction projects, relational governance has become indispensable for project stakeholders. This study examines how relational governance influences contractors' adaptability to foreign situations and whether such associations are positively moderated by international environmental complexity.
Design/methodology/approach
A crosssectional survey methodology was applied to collect primary data through questionnaires sent to domestic contractors in China and South Korea (hereafter Korea). Multiple regression analysis was used to test the effects of four dimensions of relational governance on contractor adaptability. Thereafter, the Chinese and Korean subsamples were tested separately through moderated regression analysis to explore differences in the influence of relational governance on adaptability.
Findings
The results showed that quality communication, favor exchange and establishing an emotional relationship significantly and positively affected a contractor’s adaptability. However, there were significant differences between the Chinese and Korean international contractors in terms of the moderating effects of international environment complexity.
Research limitations/implications
East Asian engagement in international development is not limited to China and Korea alone, and the study should be replicated using large representative samples from more countries, such as Japan, to gain a fuller understanding of the influence of relational governance.
Originality/value
The results have great significance for the managers of international contractors in East Asian countries and contribute to the research on relational governance and contractor adaptability.
Details
Keywords
Yi-Hsin Lin, Deshuang Niu, Yanzhe Guo and Ningshuang Zeng
This study examines how project uncertainties (environmental uncertainty and participant uncertainty) affect guanxi and contractual governance and assesses the mediating role of…
Abstract
Purpose
This study examines how project uncertainties (environmental uncertainty and participant uncertainty) affect guanxi and contractual governance and assesses the mediating role of guanxi governance between project uncertainty and contractual governance.
Design/methodology/approach
Data were collected in two stages from Chinese contractors. First, in-depth interviews were conducted with nine construction engineering project practitioners in different contracts as a pilot for questionnaire designing. Second, a cross-sectional questionnaire survey was conducted with professionals and practitioners of construction enterprises to collect primary data. Partial least squares structural equation modeling (PLS-SEM) was used to test seven hypotheses based on data collected from 198 respondents.
Findings
Project environmental uncertainty promotes the use of guanxi governance, while project participant uncertainty hinders it; the relationship between both types of uncertainty and contractual governance is the same as with guanxi governance. Furthermore, guanxi governance promotes contractual governance and partially mediates project environmental uncertainty and contractual governance and a complete mediating role between project participant uncertainty and contractual governance.
Research limitations/implications
As the interviewed samples are mainly from China, the study should be replicated using large representative samples from East Asian countries, such as Japan and South Korea, to gain a more comprehensive understanding of the influence of guanxi governance. Further, while the internal consistency reliability and convergent validity of the questionnaire data in this study align with the standards, a larger sample size would improve the reliability and validity of the research results and better represent the overall work situation of contractors, owners and public policymakers.
Originality/value
The results provide insights into project governance research and have implications for construction practitioners in deploying governance-related resources.