Local government media promotion to city image and travel intention: the moderating effect of tourism experience

This paper discusses the influence of promotion on travel intention and establishes a research model on the relationship between city image, travel intention, and media promotion by local governments. The structural equation model (SEM) was employed in 407 valid questionnaires collected by random sampling using tourists visiting Macao. The results showed that media promotion positively impacted city image and travel intention. City image positively influenced travel intention and mediated the relationship between media promotion and travel intention. Tourism experience positively moderated the relationship between media promotion and city image and positively mediated the relationship between media promotion and travel intention. Local government-hosted media promotion has become an increasingly significant issue influencing tourists' tourism decisions. Content and instrument of media promotion play a pivotal role in promoting a city's image and travel intention.