Profile of this study’s respondents.

Tourism advertising and tourism promotion have over the years been the core functions of tourism departments and major tourist sites. In relation to the progressing development of new media, the mobile short-form videos, which are short, focused, and have an engaging content, appear to be a useful means of advertising tourist destinations. In the digital era, short videos have become a new communication tool between destinations and consumers. This current study, based on the S-O-R model and flow experience, investigated the psychological processes through which TikTok attributes and technology evoke flow and lead to tourists’ behavioral intention. Moreover, the TAM, i.e., PU and PEOU, as two technology factors, as well as three content attributes (entertainment, informativeness, and interactivity) were examined. The study utilized a quantitative approach and collected data from 412 respondents in China. The authors adopted the PLS-SEM method to confirm the directions hypothesized in this model. There are significant effects of PU, PEOU, and entertainment on flow experience (telepresence, time distortion, and focused attention). Interactivity impacts telepresence and time distortion, while informativeness impacts focused attention. Moreover, time distortion and focused attention impact tourists’ behavioral intention. The results highlight several limitations and offer implications for future research as well.

多年来，旅游广告与旅游推广始终是旅游主管部门及重点旅游景区的核心职能。伴随新媒体的持续演进发展，篇幅短小、主题聚焦且内容吸睛的移动端短视频，已然成为旅游目的地宣传推广的有效载体。在数字时代，短视频已成为旅游目的地与消费者之间的新型沟通媒介。
本研究基于S-O-R模型（Stimulus-Organism-Response Model）与心流体验理论，探究了TikTok属性与技术如何引发心流，并进而影响游客行为意向的心理机制。此外，本研究还考察了技术接受模型（Technology Acceptance Model, TAM）中的两大技术因素——感知有用性（Perceived Usefulness, PU）与感知易用性（Perceived Ease of Use, PEOU），以及三大内容属性：娱乐性、信息性与互动性。
本研究采用定量研究方法，共收集了来自中国412名受访者的调研数据。研究团队采用偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling, PLS-SEM），验证了本研究模型中提出的各项假设路径。结果表明，感知有用性、感知易用性与娱乐性均对心流体验（包含临场感、时间扭曲与专注注意力三个维度）具有显著正向影响；互动性可显著影响临场感与时间扭曲，而信息性则显著作用于专注注意力。此外，时间扭曲与专注注意力均会正向影响游客的行为意向。本研究结果同时指出了现存研究局限，并为后续相关研究提供了实践启示与理论参考。