Perceived quality symbols in short-video social media drive ski tourism behavior

Perceived quality symbols in short-video social media drive ski tourism behavior

Abstract The rise of short-video social media platforms has transformed consumer decision-making in tourism, particularly in high-risk activities such as ski tourism. This study, grounded in semiotic theory, explored the influence of perceived quality symbols on short-video content on tourists’ beha...

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Bibliographic Details
Main Authors: Qi Yang, Tingting Zhang, Irina Mukambaeva, Nurbek Mukambaev
Format: Article
Language:English
Published: Nature Portfolio 2025-08-01
Series:Scientific Reports
Subjects:
Short-video social media
Ski tourism
Semiotic theory
Perceived quality symbols
Behavioral motivation
Risk perception
Online Access:https://doi.org/10.1038/s41598-025-16666-2
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https://doi.org/10.1038/s41598-025-16666-2

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