How Is Short-Form Content Influencing Consumers Regarding Tourism

Maria-Cristina Bularca (), Raluca-Maria Şerbănescu and Claudiu Coman
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Maria-Cristina Bularca: Transilvania University Brasov
Raluca-Maria Şerbănescu: Transilvania University Brasov
Claudiu Coman: Transilvania University Brasov

A chapter in Strategic Innovative Marketing and Tourism, 2026, pp 597-605 from Springer

Abstract: Abstract Social media platforms have grown significantly in recent years, and a relatively new concept on social media is “short-form content” (SFC). A concept that immediately makes us think of platforms like Instagram Reels, TikTok, and YouTube Shorts. One of the most affected fields by this trend is travel and hospitality, where short-form videos have become vital in influencing people’s holiday destinations, housing, and recreational activities. Through this article, several key dimensions were analyzed: the geographical distribution of research, countries such as China and Japan appear as major contributors to the research output, and the keywords dimension. For a better understanding, we used a bibliometric visualization tool, VOS viewer. The VOS viewer analysis focused on the keyword co-occurrence. In the network visualization of the keyword co-occurrence map, terms such as “information,” “tourism,” and “short-form videos” were observed. According to the results, short-form video content is an effective instrument for destination marketing, frequently beating traditional advertisements in terms of engagement, reach, and perceived authenticity. Short-form content is a great way to promote travel, since it is relatable and immediate, unlike static ads or long-form videos. To sum up, this paper adds to the expanding body of research on the relationship between social media innovation and traveler behavior. Mapping the short-form video academic landscape helps researchers identify current trends, research gaps, and strategic opportunities. The impact of short-form video (SFV) on consumer behavior is now a major factor in the development of future tourism marketing and communication strategies, rather than a secondary or emerging topic.

Keywords: Tourism; Short-form content; Consumer behavior (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-12968-0_65

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