SHORT-VIDEO PERSUASION OF OLDER TOURISTS: AN INTEGRATED SOURCE CREDIBILITY-UTAUT MODEL
DOI:
https://doi.org/10.55197/qjssh.v7i3.1157Keywords:
older tourists, Douyin (TikTok), short-video platform, source credibilityAbstract
This study investigates how short-video content influences older tourists’ engagement with short-video platforms for travel-related information and decision-making. Drawing on the Unified Theory of Technology Acceptance and Use (UTAUT) and Source Credibility Theory, the research develops an integrated model to explain how technology-related perceptions and credibility cues jointly shape behavioral intention and actual usage in algorithmic-recommendation environments. Using survey data from older Chinese users of Douyin, structural equation modeling was employed to test the proposed relationships. The findings indicate that performance expectancy and source attractiveness are the strongest predictors of behavioral intention, highlighting older users’ pragmatic orientation and reliance on visually salient cues in short-video contexts. Social influence remains significant but comparatively weaker, suggesting that algorithmic recommendation mechanisms may partially substitute traditional interpersonal influence. The study is limited by its cross-sectional design and single-platform focus, which may constrain the generalizability of the results. Nevertheless, it offers important theoretical and practical implications. Theoretically, it extends tourism communication research by integrating technology acceptance and credibility perspectives within short-video platforms. Practically, the results suggest that platforms should optimize interface clarity, while content creators should enhance visual credibility cues to reduce cognitive burden and uncertainty for older tourists.
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