The article “The value of short tour guide-led travel videos in stimulating tourists’ intention through travel inspiration: a mixed-methods study” jointly by Chen, H., Lai, I.K.W. (MPU), and Pai, C.K. has been published in Asis Pacific Journal of Tourism Research. (SSCI, SCOPUS)
This study developed a 22-item measurement scale to assess the value of short tour guide-led travel videos comprising five dimensions (encompassing narrative, professional, emotional, interactive, and cultural value) through semi-structured interviews and a survey. Based on the value-attitude-behavior framework, this study tested the impact of this perceived value on tourists’ travel intention by assessing their travel inspiration and destination attitude toward the videos’ destinations. FsQCA was used to analyze the optimal causal configurations of impacts affecting travel intention. This study contributes to short video research in tourism by providing a measurement scale suitable for assessing short tour guide-led travel videos.
The article can be read here: