From watching to sharing and visiting: Impact of short video marketing on tourist behavioral intentions from a seasonal iconness perspective

Le résumé fourni par la source

Tourism short videos can motivate viewers to share and plan trips. Based on the Heuristic-Systematic Model (HSM), this study examines the influence of content attributes and destination characteristics of short videos on tourist behavioral intentions, considering seasonal iconness as a moderating variable. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM) on 590 online questionnaires from Chinese respondents, this empirical study reveals that content attributes (authenticity, enjoyability, and vividness) and destination characteristics (uniqueness, entertaining, and aesthetics) of short videos positively affect tourists’ online forwarding and offline travel intentions through parallel mediation of emotional involvement and cognitive response. Seasonal iconness enhances the positive effect of emotional involvement on tourist behavioral intentions. Fuzzy-set Qualitative Comparative Analysis (fsQCA) identifies seasonal iconness as a core condition for high behavioral activation. This study informs the optimization of destination content marketing strategies.

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