Narrative or non-narrative? The effects of short video content structure on mental simulation and resort brand attitude

IF 11.9 1区管理学 Q1 BUSINESS

Journal of Hospitality Marketing & Management Pub Date : 2023-03-28 DOI:10.1080/19368623.2023.2196271

Xin Wang, Ivan Kai Wai Lai, Yan Lu, Xinyu Liu

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引用次数: 1

Abstract

ABSTRACT Short videos have gradually become a new channel for resorts to promote their brands on social media. This study aims to determine the effect of content structure types and background music tempos of short videos on potential tourists’ mental simulation and resort brand attitude via two studies. Study 1 used a between-group one-way (short video content structure type: narrative vs. non-narrative) experiment to test the psychological mechanism of the short video content structure type on potential tourists’ resort brand attitude through mental simulation. Study 2 was a 2 (short video content structure type: narrative vs. non-narrative) × 2 (background music tempo: fast vs. slow) between-group experiment to test the impact of short video content structure and background music. The results show that potential tourists induce stronger mental simulation and higher resort brand attitude when the structure of the resort short video is narrative. Especially when the background music of narrative short videos is slow, the effect is greater. This study discusses the theoretical and practical implications of this effect for the hospitality industry.

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叙述性还是非叙述性？短视频内容结构对心理模拟和度假品牌态度的影响

摘要短视频已逐渐成为度假村在社交媒体上推广品牌的新渠道。本研究旨在通过两项研究来确定短视频的内容结构类型和背景音乐节奏对潜在游客心理模拟和度假品牌态度的影响。研究1采用组间单向（短视频内容结构类型：叙事与非叙事）实验，通过心理模拟检验短视频内容内容结构类型对潜在游客度假品牌态度的心理机制。研究2为2（短视频内容结构类型：叙事与非叙事） × 2（背景音乐节奏：快与慢）组间实验，测试短视频内容结构与背景音乐的影响。研究结果表明，当度假区短视频的结构为叙事时，潜在游客会产生更强的心理模拟和更高的度假区品牌态度。尤其是当叙事性短视频的背景音乐较慢时，效果更大。本研究讨论了这种效应对酒店业的理论和实践意义。

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来源期刊

Journal of Hospitality Marketing & Management Multiple-

CiteScore

20.90

自引率

6.40%

发文量

期刊介绍： The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.