Short Video Influences on Tourism Marketing
Summary
Short video platforms have rapidly reshaped tourism marketing by offering immersive, bite-sized glimpses of destinations. Characterised by high visual impact and rapid user engagement, these formats harness telepresence and flow experiences to heighten viewers’ emotional involvement and travel intentions. User-generated clips on platforms such as TikTok and Douyin serve both as spontaneous endorsements and as catalysts for viral destination popularity, while official destination videos leverage authority and interactivity to guide decision-making in a post-pandemic landscape. Marketing strategies now integrate algorithmic recommendations, influencer collaborations and rapid-response frameworks to manage surges in visitor numbers and mitigate overtourism risks. Across diverse contexts, short video marketing has been shown to strengthen destination image, stimulate electronic word-of-mouth, and foster deeper consumer engagement through a blend of entertainment, information and social influence.
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Short Video Influences on Tourism Marketing publication trend
The graph below shows the total number of articles in short video influences on tourism marketing across all publications each year (not limited to Nature Index journals).
Technical terms
Short video marketing: The strategic use of brief, often mobile-friendly video content to promote destinations and influence travel behaviour.
Telepresence: A user’s sensation of “being there” in a virtual environment, induced by immersive media features.
Flow experience: A state of deep engagement and enjoyment during media consumption, characterised by focused attention and temporal distortion.
Stimulus-Organism-Response (SOR) model: A framework linking environmental stimuli (video features) to internal states (emotions) and behavioural outcomes (tourism intention).
References
- The TikTok effect on destination development: Famous overnight, now what?. Journal of Outdoor Recreation and Tourism (2022).
- A study on the impact of official promotion short videos on tourists’ destination decision-making in the post-epidemic era. Frontiers in Psychology (2022).
- How do short videos influence users’ tourism intention? A study of key factors. Frontiers in Psychology (2023).
- Impact of Short Video Marketing on Tourist Destination Perception in the Post-pandemic Era. Sustainability (2023).
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