How the type of media used affects consumers' willingness to support tourism policies: a study based on the case of Hainan

Public support for tourism policies is a crucial guarantee for their successful implementation, but current academic research on this topic still requires further exploration. This paper takes the policy of building Hainan into an international tourism and consumption hub as a case study, and based on the “stimulus-organism-response (SOR)” theoretical framework, integrates communication effectiveness theory, cognitive evaluation theory, social exchange theory, and the positive emotion expansion-construction theory to construct a research model with media usage types (official media and social media) as independent variables, tourism policy influence perception and positive emotions as mediating variables, government trust and local identity as moderating variables, and tourism policy support intention as the dependent variable. Through structural equation analysis using SPSS 22.0 and SmartPLS 4 on 1,099 valid questionnaires, the study found that residents generally hold a positive and supportive attitude toward the policy; the use of social media has a greater influence on support willingness than the use of official media; policy benefit perception and positive emotions both exhibit significant mediating and chain mediating effects between media use and policy support willingness; and government trust and local identity exert positive moderating effects on the perception and emotion pathways. This study enriches the research perspective on residents' tourism policy behavior and provides empirical references and practical insights for policy communication and public mobilization.

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