ABSTRACT Despite the prevalence of tourism short‐video cyberloafing (TSVC) in digital media consumption, its impact on tourism behavior remains underexplored. This study investigates how incidental exposure to tourism short videos during non‐work‐related online activities influences travel intention through the mediating roles of destination image expectation and desired destination value. Grounded in the Stimulus‐Organism‐Response (SOR) framework and expectancy theory, it examines the psychological mechanisms shaping pre‐travel perceptions and decision‐making. Based on a sample of 387 respondents, the findings reveal that TSVC positively influences destination image expectation, desired destination value, and travel intention. Destination image expectation enhances desired destination value and travel intention, while desired destination value also drives travel intention. Additionally, destination image expectation and desired destination value mediate the TSVC‐travel intention relationship, with a sequential mediation effect observed. This study advances tourism research by introducing TSVC as a novel construct, extending SOR and expectancy theory to passive digital media contexts.
He et al. (2026) studied this question.