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Turning ‘Internet celebrities’ into ‘long-lasting popularity’ — Exploring the Factors Influencing Generation Z Consumer Acceptance of ‘Cultural and Tourism New Media’ Marketing Models
- 1 University of Shanghai for Science and Technology
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Abstract
With the rapid development of information technology, digital media plays an increasingly important role in the tourism industry. Since 2023, the success of tourism in places like Zibo shares similarities in marketing approaches, which this study categorizes as the “Cultural and Tourism New Media” marketing model. This paper utilizes tools such as SPSS 26.0 and AMOS 23.0 to analyze the Z generation consumer group, exploring the impact of factors such as consumer activity, local suitability, and endorsement of promotional methods on the willingness to accept the “Cultural and Tourism New Media” marketing model. The results indicate that consumer activity, local suitability, endorsement of promotional methods, consumer perception, and trust have a positive impact on the willingness to accept the “Cultural and Tourism New Media” marketing model, while negative media marketing image has a negative impact on acceptance. Finally, recommendations are summarized for the development of the “Cultural and Tourism New Media” marketing model and the cultural tourism industry.
Keywords
“Cultural and Tourism New Media”, SOR theory, consumer acceptance willingness, structural equation model, LDA model
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Cite this article
Xu,Y.;Yu,X.;Zeng,J. (2024). Turning ‘Internet celebrities’ into ‘long-lasting popularity’ — Exploring the Factors Influencing Generation Z Consumer Acceptance of ‘Cultural and Tourism New Media’ Marketing Models. Journal of Applied Economics and Policy Studies,5,68-83.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Journal：Journal of Applied Economics and Policy Studies
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