| Nowadays,short videos are gaining fast-growing popularity through mobile social media.The rise of short video,a new media,has produced positive spillover effect on many industries,bringing the commercial value of cannot be underestimated.Especially in recent years,short videos have exhibited considerable promise for tourism promotion.A group of tourist destinations have quickly entered the public eye through the spread of short videos and even become the most popular destinations at present,attracting a large number of tourists.The tourists coming in great numbers has brought the growth of tourism income and provided new opportunities for local tourism industry and the development of society and economy.As one of the most influential new media marketing means in contemporary life,short video has obvious advantages in information carrying richness compared with other traditional media forms such as text,pictures and broadcast.Unlike these traditional media which only have a single visual or auditory presentation mode,short videos provide a dual audio-visual presentation mode,a more vivid way of expression that can maximize the effectiveness of the message delivery to the user.In a fairly short duration with generally less than one minute or even seconds,the content organization of short videos need to have a strong sense of rhythm and required to present more appealing elements to firmly attract users’ attention,thus improving the effectiveness of information spreading.However,extant literature about the understanding of what types of elements in tourism short videos will exert surprising marketing impacts is limited.Starting from the existing research gap,this study was motivated to explore which elements of tourism short videos can effectively facilitate destination promotion.Particularly,visual perspective is widely regarded as an effective shooting skill to display visual content or specific objects.Except for the visual elements,auditory cues in short videos such as voice-over narrations provide important complementary messages to the visual content.Thus,visual perspective,visual content and voice-over narration are included as three important feature elements in short videos in this study.However,how to effectively organize these attractive audio-visual elements of short video is still unclear.Therefore,the examination of how audio-visual elements(visual perspective and narration messages)interact with the visual content of short videos to achieve good promotion performance deserves further examination,especially in the tourism context.Drawing on the construal level theory(CLT)and the elaboration likelihood model(ELM),this present study focusing on promotional tourism short videos investigates the interactive effects between visual and narration message framing of the short video on tourists’ travel intention through two scenario-based experiments.Study 1 examined the interaction effect of visual perspective and video content on short video promotion performance(i.e.tourists’ travel intention).Specially,the results indicated that the match between first-person(third-person)perspective and activity-centric(site-centric)content can generate higher travel intention through enhancing tourists’ imagery fluency.Study 2 further examined the moderating role of verbal elements(i.e.,narration message)and revealed that tourism short videos with activity-centric(site-centric)content and first-person(third-person)perspective lead to higher travel intention when paired with rational(emotional)narration messages.Especially,when narration messages are framed as emotional,affect intensity plays a significant mediating role between site-centric content by third-person visual perspective and travel intention.These findings contribute to the knowledge on short video marketing and provide insight for the art of short video marketing crafting for tourism marketers. |
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