Short video marketing and travel intentions: The interplay between visual perspective, visual content, and narration appeal

Jianhong Gan, Si Shi, Raffaele Filieri () and Wilson K.S. Leung
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Si Shi: Fudan University [Shanghai], Fudan University Shanghai Cancer Center [China]
Raffaele Filieri: Audencia Business School

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Abstract: Social media short videos represent a powerful tool for tourism destination promotion. However, little research has investigated their effect on tourist travel intentions. Drawing on the construal level theory and the elaboration likelihood model, this study investigates the interactive effects between visual and verbal framing of promotional tourism short video on travel intention through two scenario-based experiments. Study 1 examined the interaction effect between visual perspective and visual content. The results indicated that the match between first-person (versus third-person) perspective and activity-centric (versus site-centric) content fosters higher travel intention through enhancing imagery fluency. Study 2 further examined the moderating role of narration message appeal and revealed that first-person perspective with activity-centric content leads to higher travel intention when paired with rational (versus emotional) narration messages, with affect intensity playing a significant mediating role. These findings contribute to knowledge on short video marketing and provide valuable insights for tourism marketers.

Keywords: Tourism short video; Construal level theory; Elaboration likelihood model; Visual perspective; Narration appeal (search for similar items in EconPapers)
Date: 2023-05
New Economics Papers: this item is included in nep-tur
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Published in Tourism Management, 2023, 99 (December 2023), pp.104795. ⟨doi.org/10.1016/j.tourman.2023.104795⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04779129

DOI: 10.1016/j.tourman.2023.104795

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