Narrative Involvement Drives Travel Intention through Destination Distinctiveness in Short Travel Videos: The Moderating Role of Wishful Identification

Xiaolin Zhou, Dexin Zhao

Show Less

¹ School of Business and Tourism, Sichuan Agricultural University, Chengdu 611830, China,

² School of Business and Tourism, Sichuan Agricultural University, Chengdu 611830, China,

ssr 2026 , 8(7), 170–175; https://doi.org/10.26689/ssr.v8i7.15779

Abstract

Short travel videos increasingly shape destination impressions, but how narrative content develops into travel intention remains under-explored. Drawing on short video platform research and the cognitive-affective-behavioral framework, this study examines the mediating role of perceived destination distinctiveness and the moderating role of wishful identification. Based on 135 valid questionnaires, the results show that narrative involvement enhances perceived destination distinctiveness, which subsequently increases travel intention. Wishful identification negatively moderates the destination distinctiveness-travel intention relationship. The conditional indirect effect is significant at low and average levels of wishful identification but non-significant at a high level. These findings highlight destination distinctiveness as a key mechanism linking narrative engagement to travel intention.

References

Qiu LW, Li XP, Choi SH, 2024, Exploring the Influence of Short Video Platforms on Tourist Attitudes and Travel Intention: A Social-Technical Perspective. Journal of Destination Marketing & Management, 2024(31): 100826. https://doi.org/10.1016/j.jdmm.2023.100826

Du X, Liechty T, Santos CA, et al., 2022, I Want to Record and Share My Wonderful Journey: Chinese Millennials Production and Sharing of Short-Form Travel Videos on TikTok or Douyin. Current Issues in Tourism, 25(21): 3412–3424. https://doi.org/10.1080/13683500.2020.1810212

Cao X, Qu Z, Liu Y, et al., 2021, How the Destination Short Video Affects the Customers Attitude: The Role of Narrative Transportation. Journal of Retailing and Consumer Services, 2021(62): 102672. https://doi.org/10.1016/j.jretconser.2021.102672

Bian R, Zhu M, 2020, The Relationship between Ritual, Personal Involvement and Travel Intention: A Study of Check-in Travel on Douyin. American Journal of Industrial and Business Management, 10(2): 451–467. https://doi.org/10.4236/ajibm.2020.102030

Wu X, Lai IKW, 2025, The Distinctiveness of Short Travel Videos Makes Audiences Proud to Forward Them. Journal of Hospitality and Tourism Management, 2025(63): 211–219. https://doi.org/10.1016/j.jhtm.2025.04.004

Yin J, Qu X, Ni Y, 2024, The Marketing of Destination Distinctiveness: The Power of Tourism Short Video with Enjoyability and Authenticity. Current Issues in Tourism, 27(14): 2217–2229.

Jalilvand MR, Samiei N, Dini B, et al., 2012, Examining the Structural Relationships of Electronic Word of Mouth, Destination Image, Tourist Attitude toward Destination and Travel Intention. Journal of Destination Marketing & Management, 1(1–2): 134–143. https://doi.org/10.1016/j.jdmm.2012.10.001

Fang X, Xie C, Yu J, et al., 2023, How Do Short-Form Travel Videos Trigger Travel Inspiration? Tourism Management Perspectives, 2023(47): 101128. https://doi.org/10.1016/j.tmp.2023.101128

Bandura A, Walters RH, 1963, Social Learning and Personality Development, Holt, Rinehart & Winston, New York.

Yang J, Zhang D, Liu X, et al., 2022, Destination Endorsers Raising on Short-Form Travel Videos: Self-Image Construction and Endorsement Effect Measurement. Journal of Hospitality and Tourism Management, 2022(52): 101–112. https://doi.org/10.1016/j.jhtm.2022.06.003

Podsakoff PM, MacKenzie SB, Lee JY, et al., 2003, Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5): 879–903. https://doi.org/10.1037/0021-9010.88.5.879

Previous article in this issue

Next article in this issue