The Role of Social Capital for Short-Video Platform Users’ Travel Intentions: SEM and Fsqca Findings

This study examined the antecedents of travel intentions in the context of Chinese short-video platforms. Based on a review of the literature on travel intentions, we proposed an integrated model containing determinants of social capital and an elaboration likelihood model. In total, the data from 496 valid questionnaires were analyzed through structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The SEM findings revealed that the determinants of social capital influenced the characteristics of tourist-generated content (TGC), which in turn affected users’ travel intentions. Homophily and interpersonal influence were direct antecedents of travel intentions, whereas tie strength non-significantly affected travel intentions. The fsQCA results revealed four configurations of the determinants of social capital and TGC characteristics required to achieve a high level of travel intention. Source credibility was discovered to be a necessary but not sufficient condition for travel intention. These findings offer insights for both academics and tourism marketers.