The Relationship between Ritual, Personal Involvement and Travel Intention: A Study of Check-in-Travel on DouYin

This study aimed to understand the relationship among ritual, personal involvement and travel intention by examining short video clip users’ behavior. Data was gathered from 254 regular users and nonusers of Douyin, which is the most popular Chinese short video platform. Findings show that ritual is positively related to personal involvement, while both ritual and personal involvement are positively related to travel intention. Personal involvement was found to partially mediate the relationship between ritual and travel intention. Implications for destination managers, limitations and future research directions are discussed.