Methodology
Research design
Study 1 adheres to the qualitative research paradigm and employs a combination of face-to-face, online, and telephone interviews to collect primary data. To ensure comprehensive coverage of key topics while allowing flexibility for follow-up and elaboration, semi-structured interviews were employed to collect first-hand research data. From the viewpoint of ski tourists, a purposive and snowball sampling approach was used to select 10–20 participants who had prior experience with ski tourism and had actively searched for ski-related short videos within the past year. Based on the inductive analysis of the interview data, categories and core categories influencing tourists’ decision-making behaviors were extracted through a three-step coding process: open coding, axial coding, and selective coding. This process revealed the impact of the perceived quality symbols in ski tourism short videos on tourists’ consumption psychology and decision-making, ultimately leading to the development of a theoretical model of ski tourism.
To avoid homogeneity, focus on the core demographic, and minimize confounding variables, this study selected interview participants aged 25 to 40 with diverse backgrounds. This group comprised Ph.D. students in sports and tourism-related fields, tourism company managers, ski resort administrators, and ski tourism enthusiasts. The aim was to collect data on factors influencing consumer decision-making in ski tourism as portrayed on short-video social media platforms. The demographic profiles of the interviewees are presented in Appendix A.
Drawing on relevant literature, the interview guide was structured around attribution-related questions to ensure systematic, consistent, and comprehensive interviews. The guide consisted of two main sections: an introductory segment and the main body (detailed in Appendix B). The introduction aimed to help participants relax and recall their recent experiences and perceptions of ski tourism short videos, with the option to search for relevant videos during the interview. The guide contained 10 key questions, such as: “What specific elements or symbols (e.g., snow landscapes, equipment displays, interactive comments) in the ski tourism videos you watched made you feel an impulse to ‘experience it yourself’?”
Interviews with 16 participants were conducted, at which point data saturation was reached, and no additional insights were obtained27. To ensure the accuracy and completeness of the interview content, audio recordings were made with the participants’ consent, facilitating later transcription into textual material. Each interview lasted approximately 30 min.
Ethics Review Committee of Luoyang Normal University approved the study1 and study2. We strictly adhered to the Declaration of Helsinki, conducting all research in accordance with relevant guidelines and regulations. Informed consent was obtained from all participants before data collection. Participants were informed of the study’s purpose, assured of anonymity, and told that results would be used solely for academic research. Only those who voluntarily agreed were included in the study.
Coding process
After each interview, the interview transcripts and recordings were promptly organized within 24 h to minimize any potential biases from delayed transcription. The data were systematically analyzed and continuously refined to improve the interview structure, ultimately converting the content into textual material for qualitative analysis using Nvivo 11.0. Two coders independently performed the data coding, followed by a comparison, discussion, and adjustment of the coding results. The detailed steps in the coding process are as follows:
Open Coding: Initial coding was independently conducted by two doctoral candidates specializing in tourism. Unstructured content from the preliminary interviews was first labeled with conceptual tags, resulting in 51 initial concepts. Through three iterative rounds of discussion, these labels were consolidated and categorized into 15 subcategories. Any discrepancies were resolved through arbitration by two senior professors. To ensure coding validity, five interviewees were randomly selected to verify whether the coding accurately reflected their intended meanings.
Axial Coding: This phase considered the relationships between categories, integrating the current socio-cultural context28. Based on their inherent characteristics and interconnections, four primary categories were identified. A coding example is provided in Table 1.
Selective Coding: The four primary categories derived from axial coding were visualized and theorized, with an emphasis on the interrelationships between categories and their connection to the existing literature. This process led to the development of a “storyline“29 that integrates all categories. Based on this storyline, the study constructs a novel integrated model—Perceived Quality Symbol → Motivation → Behavior—which explains the influence of perceived quality symbols in ski tourism short videos on consumer behavioral intentions.
Results and hypotheses
The significance of perceived quality symbols
With the advancement of information technology, ski tourism increasingly relies on short-video marketing to attract and engage consumers. The recurring clusters of symbols in these videos—such as environmental quality, information quality, interaction quality, vlogger quality, and service quality symbols—establish a benchmark for perceived quality in ski tourism.
Unlike traditional static tourism marketing, ski tourism leverages short-video social media platforms to construct a highly immersive “visual narrative field” through a variety of symbolic cues, including environmental quality, informational accuracy, interactivity, vlogger credibility, and perceived service quality. Specifically, Environmental Quality Symbols (EQ) refer to the visual representation of both natural and artificial features of ski resorts within short videos. Information Quality Symbols (IfQ) encompass the accuracy, authenticity, and consistency of product- and service-related information conveyed through these videos. Interaction Quality Symbols (ItQ) capture user–content creator engagement in the absence of face-to-face communication, manifesting through likes, comments, and other symbolic interactions such as text and image-based feedback. Vlogger Quality Symbols (VQ) denote cues related to the vlogger’s expertise, professionalism, and communicative demeanor, all of which enhance perceived credibility. Service Quality Symbols (SQ) reflect the portrayal of personalized services, immersive experiences, and the fulfillment of user needs as communicated through video content. These findings extend the application of classical semiotic theory into dynamic media environments, reinforcing prior research that has identified interactivity30,31,32 service quality31 high-quality content32 and opinion leader32 as key drivers in short-video tourism marketing.
As respondents noted, ” Ski resorts are often located in mountainous regions, and through short videos, I can see the scenery. It seems incredibly beautiful, almost awe-inspiring, as if it’s a masterpiece of nature“(M02). “The comment section contains a lot of useful information, including reviews from people who have been there“(F16). ” Some ski resorts collaborate with popular influencers who film the skiing experience from a first-person perspective, which many viewers find appealing” (F12).
The Relationships of Perceived Quality Symbols on Behavioral Motivation, Behavioral Intentions, and Risk Perception.
Short-video platforms can significantly influence user decision-making through both the intrinsic characteristics of the videos and individual perceptions33,34. Behavioral motivation in ski tourism refers to the internal drive that initiates or sustains users’ participation in ski-related activities through short-video social media platforms. Behavioral intention denotes the likelihood that users will engage in ski tourism either directly (by visiting) or indirectly (through recommendations or invitations). Prior studies suggest that the formation of tourism behavior among short-video users typically unfolds in two stages: the generation and internalization of motivation, followed by the transformation of tourism motivation into intention and behavior35. Ski tourism motivation emphasizes tourists’ psychological immersion and emotional experiences36. As viewers engage with short videos showcasing well-maintained ski resort facilities, picturesque environments, lively atmospheres, and thrilling action shots, the stronger the emotional responses—such as pleasure and excitement—the more likely they are to be motivated to seek out similar experiences. Short-video platforms, through high-quality environmental presentations, valuable information dissemination, smooth interaction, professional hosts, and thoughtful service, present a novel and creative perspective on the natural and cultural attractions of ski destinations. This not only sparks interest in skiing but also strengthens motivation, ultimately influencing the decision-making process and enhancing decision satisfaction.
As respondents noted, “Watching ski videos excites me. Seeing others ski impressively makes me eager to practice myself” (M04). “When I see the smiles of people skiing, their joy and excitement—families, couples, all having fun—this attracts me and makes me want to join in” (M01).
Based on these findings, we propose the following hypotheses:
H1
Perceived quality symbols have a positive effect on behavioral motivation.
H2
Perceived quality symbols have a positive effect on behavioral intentions.
Risk Perception refers to tourists’ subjective feelings of potential negative consequences or impacts that may arise during their travel experience37. According to Rogers’ research, external sources of information can exert varying degrees of influence on individuals’ psychological factors, with risk-related information being a crucial element that triggers individuals’ perceptions and cognition of risk38. External risk information can evoke psychological fear, thereby intensifying the perception of risk39. This indicates that, in the process of interaction between the individual and the external environment, risk information plays a pivotal role in shaping risk perception37.
As a result of risk perception, tourists often seek out various forms of information—such as short videos, live streams, and online searches—to gain a clearer understanding of the risks associated with skiing destinations, facilities, and management, thereby enabling them to make informed decisions40. On short-video platforms, the authenticity of symbols and risk narrative strategies together create a bidirectional moderating mechanism for risk perception. When symbols are presented with high authenticity, tourists tend to assess risks more rationally; conversely, excessive idealization of symbols can lead to a “symbolic bubble,” amplifying perceived risk due to discrepancies between expectations and actual experiences.
In the context of ski tourism, short-video marketing often highlights risks related to the environment, facilities, management, and sports activities. However, high-quality short videos can proactively inform tourists about these risks, enhancing their viewing experience while mitigating risk perception.
As respondents noted, “On short-video platforms, I can see detailed information about ski resorts, such as the number of slopes, their length, pricing, etc., which allows me to compare and choose what suits me best” (M05). “In the videos, I can see that there are safety personnel present, at least guiding and assisting. Since I’m bringing my family, I prioritize safety. Seeing relevant safety signs and measures makes me feel more at ease” (M06).
Hence, we propose the following hypotheses:
H3
Perceived quality symbols have a negative effect on risk perception.
The Relationships of Behavioral Motivation on Behavioral Intention.
Motivation is the psychological tendency or internal drive that initiates, sustains, and directs an organism’s actions toward a specific goal41. It is widely regarded as a fundamental determinant of behavior. In the context of ski tourism, behavioral motivation reflects tourists’ psychological states and is often used as an independent variable to assess the quality of their experience and level of participation, playing a critical role in the tourism service process42. The factors driving individuals to participate in sports tourism are diverse and extend beyond mere consumption and social interaction; they also encompass physiological, psychological, and environmental dimensions43.
According to Self-Determination Theory (SDT), motivation can be categorized into intrinsic and extrinsic motivation, each exerting distinct influences on human psychology and behavior44. SDT provides a theoretical foundation for understanding the underlying drivers of participation in sports tourism while supplementing existing research45. In the realm of sports consumption, factors such as a sense of achievement, knowledge acquisition, and experiential stimulation are classified as intrinsic motivations46,47whereas relaxation and escapism, social interaction, social identity, and differentiation are considered extrinsic motivations48. Both types of motivation influence behavioral intention and behavioral persistence in different ways49. Specifically, ski tourism motivation has been found to significantly impact tourists’ behavioral intentions50,51.
This study categorizes behavioral motivation into four dimensions: family and social interaction, novelty-seeking and excitement, leisure and entertainment, and health and fitness. Social motivation in ski tourism encourages participants to engage with others through shared experiences, thereby increasing their likelihood of recommending and inviting others to participate. Beyond fulfilling personal social needs, this motivation also contributes to the broader expansion of winter sports tourism, fostering a sustained consumption trend. Meanwhile, novelty-seeking and leisure motivations cater to different consumer needs—whether pursuing excitement and unique experiences or simply seeking relaxation and escape from daily routines, ski tourism offers diverse opportunities that enhance consumers’ willingness to book trips online. Furthermore, health and fitness motivation positions ski tourism as a means of promoting physical well-being and achieving fitness goals, reinforcing its role as a lifestyle activity and sustaining consumers’ long-term behavioral intentions.
Several respondents highlighted these motivations: “Young people naturally enjoy pursuing excitement and novelty. Skiing provides an adrenaline rush, which is a primary reason many young people choose to ski” (M01). “The overall skiing atmosphere is fantastic. In winter, people often talk about going skiing together, and the number of enthusiasts is growing” (F07). “Skiing is a great sport that requires significant physical exertion. Even in winter, just an hour of skiing can leave you drenched in sweat inside a down jacket. It really boosts physical fitness, especially when activity levels tend to be lower in colder months” (F08).
Based on these findings, we propose the following hypotheses:
H4
Behavioral motivation has a positive effect on behavioral intention.
The Relationships of Risk Perception on Behavioral Motivation and Behavioral Intention.
As a high-risk form of sports tourism, skiing presents various potential hazards, including risks associated with terrain and facilities, injuries due to inadequate skills or personal limitations, and safety issues arising from poor management4. The unique environmental conditions and technical requirements of skiing impose greater physical demands on participants, thereby heightening tourists’ concerns about potential risks. Before deciding to engage in ski tourism, consumers evaluate the trade-off between risk and reward52. Heightened risk perception may lead to hesitation in participation, as perceived risks can diminish experiential value, evoke negative emotions, and increase uncertainty about service reliability, ultimately suppressing purchase intentions53,54.
In an online environment, the way risk is communicated plays a crucial role in shaping consumer behavior55. When tourists perceive that ski tourism may not fulfill their expectations for leisure and health benefits, or that it entails unpredictable consequences, they may associate it with financial and time losses, psychological discomfort, and safety concerns56. These perceptions, in turn, negatively impact their willingness to participate57,58.
Several respondents expressed concerns regarding skiing-related risks: “I do think skiing is risky. Falling can be quite painful, and beyond self-inflicted injuries, there’s also the possibility of being hit by others. The risk is quite significant, so beginners might give up after just one attempt” (F10). “Skiing becomes much less enjoyable when the slopes are overcrowded” (M11). Additionally, some respondents highlighted how social media influences risk perception: “Recently, I’ve seen short videos showing ski resorts packed with tourists, leading to safety hazards. That kind of content makes me reconsider my plans—I might delay my trip or even choose a different resort” (F09).
Based on these findings, we propose the following hypotheses:
H5
Risk Perception has a negative effect on behavioral motivation.
H6
Risk Perception has a negative effect on behavioral intentions.
Development of the theoretical model
Study 1 identifies key factors influencing consumer participation in ski tourism, including perceived quality symbols, behavioral motivation, risk perception, and behavioral intention. Based on the theoretical analysis and proposed hypotheses, this study further explores the intrinsic relationships driving consumer engagement with ski tourism on short-video social media platforms. Consequently, a theoretical model outlining the determinants of ski tourism behavior in the context of short-video social media is proposed (Fig. 1).
Conceptual framework and Hypotheses of influencing factors on skiing tourism behavior.
Discussion
Traditional semiotic theories primarily focus on the symbolic meaning of static signs. However, Study 1 reveals how the dynamic visual-symbolic system in short videos actively shapes tourism behavior. According to symbolic interaction theory, individuals construct social behavior through the interpretation of symbols and meanings59. Study 1 demonstrates that the symbolic representation of ski tourism—through five dimensions: environmental quality, informational quality, interactive quality, Vlogger quality, and service quality—creates a “visual narrative field.” By decoding these symbols in short videos, tourists develop cognitive and emotional responses that influence their consumption decisions. This mechanism underscores the dynamic interactivity and emotional resonance of symbols, offering a novel analytical framework for the application of semiotic theory in the digital media era12,60,61.
Short-video social media platforms provide ski tourists with vivid and comprehensive travel information. However, the perceived quality symbols conveyed through these videos may have a dual impact on travel decision-making rather than a simple linear enhancement or reduction. Given the inherently high-risk nature of skiing, risk perception emerges as a critical factor influencing tourists’ decision-making. Study 1 confirmed the dynamic characteristics of quality symbols in short-video social media and their capacity to evoke emotional responses in tourists, including behavioral motivation and risk perception. These findings addressed Research Questions 1 and 2 and laid the foundation for answering Research Question 3. By integrating the results from Study 1 with existing literature, a theoretical model and corresponding hypotheses were developed. Study 2 then employed quantitative methods to empirically examine the mechanisms through which perceived quality symbols influence tourists’ ski tourism decision-making, thereby addressing Research Question 3 in depth.
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