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The marketing of destination distinctiveness: the power of tourism short videos with enjoyability and authenticity

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  • Jie Yin
  • Xingqin Qu
  • Yensen Ni

Abstract

Tourism short videos are increasingly being utilized to promote tourism development and differentiate destinations through electronic word-of-mouth. This study explores the association between the perception of destination distinctiveness through tourism short videos (PDD) and electronic word-of-mouth on destination image (eWOM-DI), as online short videos gain more popularity. Drawing on the emotional appraisal theory, the study investigates how PDD affects eWOM-DI through concentration as a mediator and enjoyability and authenticity as moderators. The findings indicate that PDD has a direct and indirect effect on eWOM-DI through concentration. Additionally, the study reveals that higher levels of enjoyability or authenticity can strengthen the positive effects of PDD on concentration and eWOM-DI. These results provide valuable insights for effectively promoting destination distinctness through electronic word-of-mouth elicited by tourism short videos with enjoyability and authenticity.

Suggested Citation

  • Jie Yin & Xingqin Qu & Yensen Ni, 2024. "The marketing of destination distinctiveness: the power of tourism short videos with enjoyability and authenticity," Current Issues in Tourism, Taylor & Francis Journals, vol. 27(14), pages 2217-2229, July.
    • Handle: RePEc:taf:rcitxx:v:27:y:2024:i:14:p:2217-2229
    DOI: 10.1080/13683500.2023.2242559
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