The Effect of Baidu Netdisk Channel on Travel Motivation and its Consequences for Chinese Tourists

The Effect of Baidu Netdisk Channel on Travel Motivation and its Consequences for Chinese Tourists

Korean drama has become popular with Chinese in recent years and Chinese go to the South K어Tan to the dramas or movies shooting locations for a film tourism. Baidu Netdisk as a video website media has been used for watching Korean dramas, movies and programs by Chinese. In this process, Baidu Netdisk as an information source plays a role in promoting people to go for the travel. This paper aimed to explore the ejfect of Baidu Netdisk Channel on the travel motivations, such as personal identity, social identity, audience involvement and destination attributes and the visitorsf satisfaction to the destination and place attachment. The results showed that the Baidu Netdisk has an effect on personal identity, audience involvement and destination attributes but has no effect on social identity. In addition, the visitors ’ satisfaction to the destination can be influenced by the personal identity, social identity, audience involvement and destination attributes. Moreover, the destination satisfaction has an effect on place attachment. At the last, the limitation and future studies are discussed fallowed by theoretical implication and practical implication in this paper.