Impact of Short Food Videos on the Tourist Destination Image—Take Chengdu as an Example

ABSTRACT

Taking Chengdu as an example, based on the destination image theory and employing the content analysis methodology, this paper conducts data mining on the online comment texts of TikTok short food videos, and analyzes the impact of short food videos on the destination image (cognitive image, affective image and conative image). The results show that (1) in terms of cognitive image, short food videos have increased potential tourists’ attention to the destination image, especially their attention to the flavor characteristics of food in the destination and the local social environment;(2) in terms of affective image, the comments of short food videos are mainly neutral and positive, and the contents about the flavor characteristics of food and the local social environment are more likely to affect the affective image of the destination;and (3) in terms of conative image, the appearance description of food in short food videos brings about an obvious effect of intention, and it also creates the demand to travel together and obtain information. This paper is inspiring for city managers and tourism marketers to use TikTok short videos to establish and disseminate food-based city brands and destination images.