Exploring The Influence of Short Travel Reels and Video Reviews on Travel Inspiration: A Study of Island Reviews

Mohd Hasrul Yushairi Johari, Nur Syamimi Nadrah Zamri and Nor Ain Maisarah Azmi

Information Management and Business Review, 2024, vol. 16, issue 3, 346-366

Abstract: This study investigates the impact of short travel video reels on travel inspiration and intention, focusing on how presenter attractiveness, destination attractiveness, and video design influence viewers’ motivation to travel. Despite extensive research on traditional travel marketing methods, there is a notable gap in exploring the role of short-form video content in influencing travel-related decisions. The primary objective of this research is to examine how various elements of short travel video reels affect travel inspiration and intention. The study employs a systematic sampling technique with an intercept method, utilising survey data from participants who watched short travel videos showcasing different presenters, destinations, and video designs. The methodology includes mediation and moderation analyses to assess the relationships between the attractiveness factors and travel intention mediated by travel inspiration. The findings reveal that presenter attractiveness, destination attractiveness, and video design significantly influence travel intention, with travel inspiration as a critical mediator. The study confirms that engaging and visually appealing travel videos can effectively stimulate viewers’ desire to travel. However, the expected moderating effect of openness to experience on these relationships was not supported, suggesting that other factors may play a more significant role in shaping travel inspiration. For marketers and content creators, the findings highlight the importance of investing in high-quality, visually compelling travel content and selecting charismatic presenters to maximise viewer engagement. Additionally, the research underscores the need for future studies to explore emerging media formats and cultural variations in travel inspirations.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:rnd:arimbr:v:16:y:2024:i:3:p:346-366

DOI: 10.22610/imbr.v16i3(I).3867

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