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Elements of Short Videos That Influence the Intention to travel to South Korea515
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Abstract
This study aims to identify the impact of short videos on the intention to visit South Korea. Visits to this country have been associated with cultural products; however, it is important to address other aspects of the phenomenon. To this end, the study is framed within the theories of Source Credibility and the Information Adoption Model to analyze short videos in terms of both the people who create them and the information they provide. The methodology used was quantitative, with a sample of n=221 people residing in Mexico, fans of Korean content, and followers of content related to travel to that country. Data were analyzed using structural equation modeling (PLS-SEM). The data was analyzed using structural equation modeling (PLS-SEM). The results suggest that the credibility of the content creator, as well as the similarities between the content creator and the follower in the context of short videos, are irrelevant. Meanwhile, variables such as argument quality, source style, and the need for information are relevant in the perceived usefulness of these videos and the subsequent adoption of the information they provide to generate an intention to visit South Korea.
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