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Journal of Retailing and Consumer Services

Volume 62, September 2021, 102672

How the destination short video affects the customers' attitude: The role of narrative transportation

Author links open overlay panelXinyue Cao, Zhirui Qu, Yan Liu, JiaJing Hu

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https://doi.org/10.1016/j.jretconser.2021.102672Get rights and content

Abstract

Short videos have been increasingly in demand recently while also holding promise for tourism marketing. Many destination management organizations have tried to make short videos by shooting the grand landscapes of a destination. However, the effective video characteristics and internal processes of potential tourists while watching such short videos remain unclear. We propose that a short video's narrative aspect can influence destination brand attitude. Accordingly, we developed this study around narrative transportation theory, and extended the antecedent and consequence variables of narrative transportation. We investigated two main questions, as follows: 1) Can narrative short videos have a positive effect in tourism marketing? and 2) What is the mechanism underlying the development of narrative transportation? The effect of narrative transportation, sense of presence, and psychological reactance in short narrative videos on destination brand attitude were investigated. We analyzed data from 408 participants using structural equation modeling analysis. The results indicated that the narrative of short videos promotes brand attitude, and that this effect is achieved by lessening individuals' psychological reactance to official advertisements and providing them with an immersive experience that delivers the sense of presence. These results not only add to the research on the use of narrative in short videos, but also indicate that short videos could be an effective marketing strategy for destination





Abstract

Short videos have been increasingly in demand recently while also holding promise for tourism marketing. Many destination management organizations have tried to make short videos by shooting the grand landscapes of a destination. However, the effective video characteristics and internal processes of potential tourists while watching such short videos remain unclear. We propose that a short video's narrative aspect can influence destination brand attitude. Accordingly, we developed this study around narrative transportation theory, and extended the antecedent and consequence variables of narrative transportation. We investigated two main questions, as follows: 1) Can narrative short videos have a positive effect in tourism marketing? and 2) What is the mechanism underlying the development of narrative transportation? The effect of narrative transportation, sense of presence, and psychological reactance in short narrative videos on destination brand attitude were investigated. We analyzed data from 408 participants using structural equation modeling analysis. The results indicated that the narrative of short videos promotes brand attitude, and that this effect is achieved by lessening individuals' psychological reactance to official advertisements and providing them with an immersive experience that delivers the sense of presence. These results not only add to the research on the use of narrative in short videos, but also indicate that short videos could be an effective marketing strategy for destinations.

Introduction

In recent years, consumers and brands have become more inclined to communicate with each other through social media (Bailey et al., 2021; M. Kim et al., 2021; Wajid et al., 2021). In China, short video platforms are widely used by people of all ages. These social application platforms focus on enhancing sociality via short videos with background music. The basic difference between short videos and mini-films or most YouTube videos is their duration. In general, short videos are 1 min or less, and many are even shorter than 30 s, which accommodates today's fast-paced life. Short video platforms are a relatively new global phenomenon with a rapidly increasing number of users (Xie et al., 2019). TikTok is one representative short video platform that sheds light on tourism (Jing and Jing, 2019). The Chinese city of Xi'an is a classic example; Xi'an is a historical and cultural destination, but short videos have been used to present an updated, fresh image of the city. Namely, a short video on TikTok shows a scene of an emptied glass of wine being smashed on the floor. This was followed by an explosive interest in the city's profile, as well as increased visitor numbers and tourism income. This success story marked the start of short video marketing in the area of tourism, with many tourism destinations wanting to make short promotional videos. However, the effective ways to do this have not yet been defined.
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Management
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