How effective are user-generated travel short videos in promoting a destination online?

The purpose of this study is to investigate the influence of the effects of “user-generated travel short videos” (UGTSV; visual effect, musical effect, culture and activity effect, pop effect) on familiarity and involvement with destinations, in relation to any further intention to visit a destination. Drawing on stimulus organism response theory, this research used an online survey design to evaluate tourists’ perception of three targeted travel short videos. The data from 646 respondents were analyzed using exploratory factor analysis and regression analysis. The results demonstrate that, except for the musical effect, all other short video effects significantly affect the level of familiarity, as well as behavioral involvement with a UGTSV destination. In addition, both tourist familiarity and behavioral involvement significantly affect their visit intentions. These findings enrich our understanding of UGTSV-induced tourism and help destination managers to develop marketing strategies utilizing short videos to attract potential tourists.