The marketing of destination distinctiveness: the power of tourism short videos with enjoyability and authenticity

Jie Yin, Xingqin Qu and Yensen Ni

Current Issues in Tourism, 2024, vol. 27, issue 14, 2217-2229

Abstract: Tourism short videos are increasingly being utilized to promote tourism development and differentiate destinations through electronic word-of-mouth. This study explores the association between the perception of destination distinctiveness through tourism short videos (PDD) and electronic word-of-mouth on destination image (eWOM-DI), as online short videos gain more popularity. Drawing on the emotional appraisal theory, the study investigates how PDD affects eWOM-DI through concentration as a mediator and enjoyability and authenticity as moderators. The findings indicate that PDD has a direct and indirect effect on eWOM-DI through concentration. Additionally, the study reveals that higher levels of enjoyability or authenticity can strengthen the positive effects of PDD on concentration and eWOM-DI. These results provide valuable insights for effectively promoting destination distinctness through electronic word-of-mouth elicited by tourism short videos with enjoyability and authenticity.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/13683500.2023.2242559 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rcitxx:v:27:y:2024:i:14:p:2217-2229

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rcit20

DOI: 10.1080/13683500.2023.2242559

Access Statistics for this article

Current Issues in Tourism is currently edited by Jennifer Tunstall

More articles in Current Issues in Tourism from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().