The article “The distinctiveness of short travel videos makes audiences proud to forward them” jointly by Wu, X., and Lai, I.K.W. (MPU) has been published in Journal of Hospitality and Tourism Management. (SSCI, SCOPUS)
On the basis of the cognitive–affective–behavioural framework and psychological empowerment theory, this study constructs a research model to investigate the influence of the three dimensions of the distinctiveness of short travel videos (influencer distinctiveness, destination distinctiveness, and aesthetic design distinctiveness) on the meaning of these videos and people’s feeling of pride in forwarding these videos. Systematic sampling was used to collect samples, and partial least squares structural equation modelling (PLS-SEM) was used for data analysis. The results show that all three dimensions have a significant influence on the meaning of short travel videos and the feeling of pride in forwarding these videos. Aesthetic design distinctiveness has the strongest influence on the meaning of short travel videos, while influencer distinctiveness has the greatest effect on the feeling of pride in forwarding these videos. Frequent video watching positively moderates the relationship between the meaning of short videos and the feeling of pride in forwarding these videos. This study reveals the underlying mechanism of the influence of video distinctiveness on the feeling of pride in forwarding short travel videos. Furthermore, suggestions on how to maximize video forwarding are provided to destination marketers.
The article can be read here: