Demonstrates that slow playback speed increases engagement intention in short-form tourism videos, suggesting a strategic design element for marketers.
In mobile social media, improving destination communication through sensory-based visual strategies has become an important issue in tourism marketing. This study examines playback speed in tourism short videos and tests its effect on engagement intention, along with the underlying mechanism and boundary condition. Across three online experiments with 780 valid responses, the proposed relationships were tested using ANOVA and bootstrap mediation analysis. The results show that, compared with fast playback speed, slow playback speed leads to stronger engagement intention. This effect occurs because slow playback speed enhances spatial presence, making the destination feel more vivid and experientially accessible. In addition, the effect is weaker among viewers with high destination familiarity and stronger among those with low destination familiarity. These findings identify playback speed as a meaningful temporal design cue in tourism short videos and clarify the role of spatial presence in short-form destination communication.
No takes yet. Share an insight, caveat, or question.
Chen et al. (2026) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: