The Influence of Short Travel Videos on Travel Intention: The Mediating Role of Destination Image in Chengdu, China
DOI:
https://doi.org/10.65205/jmsr.2026.e286616Keywords:
Short travel videos, Tourist’s Travel Intention, Destination ImageAbstract
This research aims to: 1) examine the direct effects of the content quality of short marketing videos, user experience of short marketing videos, and destination image on tourists’ travel intention to visit Chengdu, China; 2) examine the mediating role of destination image in the relationships among the content quality of short marketing videos, user experience of short marketing videos, and tourists’ travel intention to visit Chengdu, China; and 3) develop a conceptual model to enhance tourists’ travel intention to visit Chengdu, China for the tourism industry. Survey data were collected from 400 respondents who had watched Chengdu-related short tourism videos using a multi-stage non-probability sampling method, consisting of quota sampling across four major tourist attractions and purposive sampling based on respondents’ eligibility criteria. The conceptual model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that both the content quality of short marketing videos and user experience of short marketing videos have significant positive direct effects on tourists’ travel intention. Destination image also significantly predicts tourists’ travel intention and partially mediates the relationships between the exogenous stimuli and tourists’ travel intention. This study contributes to digital tourism research by empirically validating the mediating mechanism of destination image within the S-O-R framework. The findings also provide practical implications for destination marketers seeking to optimize short-video strategies to enhance tourists’ travel intention to visit Chengdu, China.
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