Assessing the Effectiveness of Tourism Promotional Videos: Creativity, Emotional Impact, Perceived Quality, and Attitude Towards the Destination

Francisco Dias and Alexandra Meira Lavaredas ()
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Francisco Dias: Tourism Department, Polytechnic Institute of Leiria, 2411-901 Leiria, Portugal
Alexandra Meira Lavaredas: Tourism Department, Polytechnic Institute of Leiria, 2411-901 Leiria, Portugal

Administrative Sciences, 2024, vol. 14, issue 12, 1-17

Abstract: Tourism promotional videos (TPVs) are widely used by destination management organizations (DMOs) in promotional campaigns. With the aim of opening new research perspectives in the field of tourism promotion, this article proposes a model for evaluating the effectiveness of TPVs—the Emovie model—conceptually anchored in studies on transformational and symbolic advertising. The model describes the interrelationship of four constructs: artistic value, positive emotional impact, perceived quality of the video, and perceived quality of the destination. The model was tested in three empirical studies carried out in parallel and using the same methodological procedures for quantitative analysis, applied to three samples totaling 674 individuals. The results show that the creativity and originality of TPVs elicit positive emotional reactions, resulting in favorable attitudes towards the message and the destination. This study is particularly important because it provides DMOs with a tool for evaluating the effectiveness of their promotional videos.

Keywords: tourism promotion; videos; artistic value; emotional impact; perceived quality; destination (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2024
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