How social media shapes travel intention: insights from the elaboration likelihood model

Social media is a key channel allowing the public to access tourism information. However, given the large amount of tourism information on social media, research on how consumers transform this information into travel decisions is lacking. Accordingly, Xiaohongshu (Rednote), a representative social media platform, was selected. This study analyzed the relationship between tourism information quality, observational learning, destination trust, and travel intentions based on the central and peripheral routes of the elaboration likelihood model. Tourism information quality (value-added and timeliness) and observational learning (number of comments) positively influenced destination trust. Destination trust mediated the relationship between tourism information quality (value-added and timeliness), observational learning (number of comments), and travel intentions. These findings have important practical significance for tourism marketing organizations.