The predictive role of tourist-generated content on travel intentions: emotional mechanisms as mediators

On the basic of Stimulus-Organism-Response model, this study aims to uncover emotional mechanisms behind the travel intention of social networking service users when they engage with tourist-generated content on the platform "WeChat Moments." Data were collected from 465 respondents in mainland China via online questionnaire. All analysis was conducted by using PLS-SEM. The study results indicated that joviality positively mediates the relationship between perceived enjoyment and travel intention, and relative deprivation fully mediated the relationship between perceived conspicuousness and travel envy. This study clarifies the importance of emotional mechanisms on tourist-generated content regarding travel intention and distinguishing emotions in tourism marketing and social networking services.