The Influence of Social Media Word-of-Mouth on Tourists’ Intention to Visit Yunnan for Coffee Tourism: The Mediating Role of Attitude
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Abstract
This research aimed to study 1) the effects of word-of-mouth on tourists’ behavioral intentions to choose Yunnan as a coffee tourism destination and 2) the mediating role of attitude. The sample was 480 Chinese tourists aged 23-45 from ten major domestic cities (Beijing, Shanghai, Chengdu, Chongqing, Shenzhen, Guangzhou, Hangzhou, Xi’ a Wuhan, and Nanjing) who showed interest in Yunnan coffee tourism. They were selected by a random sampling method through fan communities on social media platforms such as Xiaohongshu and Douyin. The instrument for collecting data was a structured questionnaire consisting of three validated constructs: word-of-mouth, attitude toward Yunnan coffee tourism, and intention to participate in coffee tourism. All items were rated on a five-point Likert scale. The research results were found as follows: 1) on the issue of word-of-mouth, word-of-mouth had a statistically significant positive effect on both tourists’ attitudes and behavioral intentions; 2) on the issue of attitude, attitude toward coffee tourism significantly influenced intention and partially mediated the relationship between word-of-mouth and intention. Findings highlight the importance of social influence and emotional engagement in promoting emerging tourism niches.
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