Influence of online engagement of WeChat functions on tourist participation behaviour and leisure travel in Shanghai

ABSTRACT

Due to the COVID-19 pandemic, in 2020, there has been increased participation in online interactivities as offline travels are limited, and tourism recovery has been delayed. This study used a modified non-recursive unidirectional regressive model to understand the influence of marketing communication on behavioural participation influenced by online functions from WeChat (Moment, Subscription, Channel, and Mini-Program) and intention variables (Subjective Norm, Affection, and Perceived Value) for tourist participation. Overall, 173 valid e-questionnaire feedbacks were received, and the data were processed using SPSS.26 to test the empirical hypotheses using manual path analysis for model fitting. The inductive research findings can help interpret general questions for managerial applications as they fulfil the requirements of identifying potential tourists and actively promote the participation behaviours of subsequent leisure travels. The findings of this study can help enhance the causal relationship between WeChat marketing and leisure travelling participation and internalise the influence of online functionality on intention, which is generally considered an intermediary factor. It combines the impacts of psychological variables and consumer behaviour on marketing management. The modified theoretical model represents a change in marketing strategy and simplifies mass marketing for reviving tourism in Shanghai. © 2023 Informa UK Limited, trading as Taylor & Francis Group.