THE IMPACT OF DOUYIN SHARING FORMS ON CUSTOMERS' WILLINGNESS TO CHOOSE HOMESTAYS BASED ON THE COGNITIVE ROLE OF DALI HOMESTAY IMAGES

Yunhui Wang; Pachoke Lert-Asavapatra

Authors

Yunhui Wang Suan Sunandha Rajabhat University
Pachoke Lert-Asavapatra Suan Sunandha Rajabhat University

Keywords:

Douyin Sharing, Customers' Willingness, Homestay Image

Abstract

This research article aimed to investigate the impact of user-generated content (UGC) and owner-generated content (OGC) on customers’ willingness to choose homestays in Dali, Yunnan Province, through the lens of Social Proof Theory, Signal Theory, and the Stimulus–Organism–Response (SOR) framework. A mixed-methods design was employed, combining content analysis of Douyin short videos, a structured survey of 312 valid visitor respondents, and semi-structured interviews with 20 homestay customers.

Findings revealed that UGC exerts stronger effects on emotional image, while OGC more strongly influenced cognitive image, with both pathways contributing to customer choice intention. Cognitive image was found to shape rational evaluations, whereas emotional image emerged as the most powerful predictor of booking decisions. The study contributed to the literature by extending servicescape theory into the digital short-video context, highlighting cultural authenticity as an essential component of customer image, and validating the SOR model in homestay marketing. Practical implications suggested that homestay operators should pursue a balanced strategy, leveraging the authenticity of UGC and the professionalism of OGC, while embedding cultural narratives to enhance both emotional engagement and cognitive trust.

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