Key opinion leaders’ opinion is less powerful in influencing people’s travel destination choices than is perhaps assumed. Famous tourism attractions are the key motivator.

Short video apps are very competitive in stimulating travel desire and motivating purchasing. Short video apps have become a popular information channel for experience-driven activities such as tourism attractions and local food service. When it comes to travel live streaming, watch rate and conversion of short video apps are both high. Conversion is largely driven by attractive promotions.

Consumers have clear preferences for inspiration channels for attractions, local food service and route planning. But they have not yet identified a preferred channel for acquiring cultural information and inspiration. Given that knowledge and learning will drive future tourism experiences for consumers, particularly Gen-Zers, this opens up an area of opportunity for influencing media to explore.

Consumers prefer obtaining information directly from brands over secondary sources. Transparency, self-cultivated and friendly style appeals to audiences. In addition, moral values play an important role in encouraging consumer affiliation and purchasing decisions. Moral values are about more than just a good brand image and are now related to making purchase decisions.

• Key motivators of travel destination choices and information channels for various travel activities

• Preferred characteristics of travel influencers

• Watch and conversion rate of travel live streaming commerce and motivations for purchasing

• Opportunities in travel content marketing

Consumer survey field work was completed on October 1 in China.