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August 16, 2025Journal Of Vacation Marketing

How different destination brand personalities choose the right tourism short video ads?

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Authors

SZShu-Ning ZhangAZAi-Jing ZengWRWen-Qi Ruan

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Overview

Scenario experiments reveal how ad formats align with destination types, suggesting tailored tourism marketing strategies.

Key Points

  • Young destinations effectively use rough loop ads, enhancing tourists' travel desire and engagement, while traditional destinations favor detailed single-play ads.
  • The study identifies sensory experience and flow experience as key mediators in the relationship between ad formats and destination brand personality.
  • Four scenario experiments were conducted to explore the effects of ad formats on travel desire across different destination types in tourism.
  • Findings highlight the importance of matching ad strategies to destination characteristics for improved marketing effectiveness.

Cite This Study

Zhang et al. (2025) studied this question.

synapsesocial.com/papers/68a368920a429f797332df85https://doi.org/10.1177/13567667251366690
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Also Consider

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  5. 5From Story to Action: Affective Pathways to Engagement in Tourism Video Advertising2026