Memes in Motion: do quirky tourism shorts spark travel intention? A dual-pathway study based on ELM-CLT theory

Purpose This paper integrates cognitive load theory (CLT) and elaboration likelihood model (ELM) to explore how function-oriented versus humor-embedded entertainment-oriented tourism short videos − characterized by memes, quirky edits and trending cultural cues − shape travel intentions. By constructing an integrated research framework, this study aims to systematically investigate: the differential effects of video types on travel intention mediated by emotional arousal; the moderating roles of electronic word of mouth (eWOM; positive versus negative) and information richness (high versus low); and the theoretical and practical implications for tourism marketing. Design/methodology/approach This study uses three scenario-based experiments to investigate the impact of short-form tourism videos on travel intention. Stimuli are Longchang City tourism videos adapted for each condition. Findings Through three studies, it reveals: function-oriented short-form tourism videos have a significantly stronger effect on enhancing travel intention than entertainment-oriented short-form tourism videos; emotional arousal plays a critical mediating role in the relationship between short-form tourism videos and travel intention; and tourists’ eWOM and information richness moderate the relationship between short-form tourism videos and users’ travel intention. Originality/value The originality/value lies in integrating ELM and CLT to build a cognitive-emotional-contextual interaction model, breaking through single-theory limitations. It reveals the moderating effects of eWOM and information richness, and provides an adaptive marketing strategy framework for tourism short videos.