Research on the Influence of Tourism Performing Arts Media Exposure on Tourists’ On-Site Travel Intention: A Case Study of the Chongqing Drone Light Show
Tourism performing arts is an important sector in the integration of culture and tourism. However, existing studies mostly focus on on-site tourist experiences and pay insufficient attention to the antecedent psychological mechanism by which potential tourists develop on-site travel intention through media exposure. Taking the Chongqing Drone Light Show as a case, this paper, based on the SOR framework, divides tourism performing arts media exposure into three dimensions: exposure frequency, exposure content, and interactive participation. It introduces telepresence as a mediating variable and constructs a “media exposure–telepresence–on-site travel intention” model. A questionnaire survey obtained 350 valid samples, and empirical tests were conducted using reliability and validity tests, correlation analysis, regression analysis, and Bootstrap mediation effect tests. The results show that all three dimensions of media exposure significantly and positively affect on-site travel intention, with the intensity order being interactive participation, exposure frequency, and exposure content. All three dimensions significantly and positively affect telepresence. Telepresence significantly and positively affects on-site travel intention and plays a significant mediating role between each dimension of media exposure and on-site travel intention.
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