Understanding travel intention formation in government culture and tourism TikTok accounts: An integration of the SOR model and emotion appraisal theory

Abstract

This study draws on the Stimulus–Organism–Response (SOR) model and emotion appraisal theory to examine how information quality and service quality of government culture and tourism TikTok accounts are linked to audience travel intentions. It identifies mediating mechanisms involving destination image perception and positive emotions. Using survey data from 406 respondents, a structural equation model is constructed for analysis. The results indicate that information quality is positively associated with audience travel intentions and is also linked to it indirectly through destination image perception and positive emotions. Service quality is not directly associated with audience travel intentions but is indirectly associated with them through destination image perception and positive emotions. In addition, both information quality and service quality are related to audience travel intentions through the serial mediation of destination image perception and positive emotions. Based on these findings, the study suggests an operational approach that emphasizes enhancing information quality, integrating intelligent service-interaction functions, and adopting an operational framework that moves from cognitive construction to emotional reinforcement. These suggestions provide practical insights for social media marketing in government tourism and culture departments.