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Assessing the Effectiveness of Tourism Promotional Videos: Creativity, Emotional Impact, Perceived Quality, and Attitude Towards the Destination

Author

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  • Francisco Dias

    (Tourism Department, Polytechnic Institute of Leiria, 2411-901 Leiria, Portugal)

  • Alexandra Meira Lavaredas

    (Tourism Department, Polytechnic Institute of Leiria, 2411-901 Leiria, Portugal)

Abstract

Tourism promotional videos (TPVs) are widely used by destination management organizations (DMOs) in promotional campaigns. With the aim of opening new research perspectives in the field of tourism promotion, this article proposes a model for evaluating the effectiveness of TPVs—the Emovie model—conceptually anchored in studies on transformational and symbolic advertising. The model describes the interrelationship of four constructs: artistic value, positive emotional impact, perceived quality of the video, and perceived quality of the destination. The model was tested in three empirical studies carried out in parallel and using the same methodological procedures for quantitative analysis, applied to three samples totaling 674 individuals. The results show that the creativity and originality of TPVs elicit positive emotional reactions, resulting in favorable attitudes towards the message and the destination. This study is particularly important because it provides DMOs with a tool for evaluating the effectiveness of their promotional videos.

Suggested Citation

  • Francisco Dias & Alexandra Meira Lavaredas, 2024. "Assessing the Effectiveness of Tourism Promotional Videos: Creativity, Emotional Impact, Perceived Quality, and Attitude Towards the Destination," Administrative Sciences, MDPI, vol. 14(12), pages 1-17, December.
    • Handle: RePEc:gam:jadmsc:v:14:y:2024:i:12:p:323-:d:1534536
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    References listed on IDEAS

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    1. Cao, Xinyue & Qu, Zhirui & Liu, Yan & Hu, JiaJing, 2021. "How the destination short video affects the customers' attitude: The role of narrative transportation," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    2. Chen, Qi & Feng, Yuqiang & Liu, Luning & Tian, Xianyun, 2019. "Understanding consumers’ reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects," International Journal of Information Management, Elsevier, vol. 44(C), pages 53-64.
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