Introduction Short travel videos have emerged as a powerful tool for tourism destination marketing, yet the narrative mechanisms that make them effective remain underexplored. This study investigates how travel vloggers integrate storytelling into short videos to enhance viewer engagement and promote destinations. Methods Adopting a single-case study approach, we analyzed the top 500 short videos of a renowned Chinese travel vlogger on the Bilibili platform. Video narrations and titles were transcribed and subjected to a four-stage procedural coding analysis using NVivo software. User comments were also examined to understand audience responses. Results The analysis reveals a three-part narrative structure: (1) an opening that employs suspenseful titles and sensory symbols (visual and auditory) to capture attention; (2) a middle section that uses rhythmic control, task-driven plots, and emotional triggers (e.g., healing, nostalgia, humor) to sustain engagement; and (3) an ending that evokes emotional sublimation and provides behavioral guidance through social currency and commercial cues. The blogger’s distinct persona and the use of background music further enhance narrative transportation. Discussion These findings extend narrative transportation theory to the context of short-form travel videos, illustrating how linguistic features, narrative strategies, and emotional dispositions interact to create an immersive experience. The study offers practical insights for content creators and destination marketers seeking to leverage short videos for effective communication.
Meng et al. (Fri,) studied this question.