Cycling Vlogs Shape Eco‑Travel Choices

Researchers examined how biking videos influence travelers’ choices toward eco‑friendly trips.
Using a psychological model that links external cues to internal beliefs, the study focused on two mental constructs:

• Destination Image – how attractive a place is perceived to be
• Environmental Self‑Efficacy – confidence in one’s ability to travel sustainably

Key Findings (from 407 Chinese vlog fans)

Both internal constructs independently drive low‑carbon travel intentions with comparable strength.

A mediating chain emerged:

1. Positive destination image → increased confidence (self‑efficacy)
2. Increased confidence → stronger travel intention

Implications for Green Tourism Marketing

• Beyond aesthetics: Simply showcasing attractive locations is insufficient.
• Build confidence: Provide actionable tips, resources, and supportive community cues to enhance travelers’ sense of capability.
• Leverage interactive platforms: Encourage sharing and interaction to reinforce both image and efficacy.

The study offers fresh insights for using online biking videos as a powerful tool to promote sustainable tourism.