The emotional pathways of tourism video ads: How speed and activity type shape visit intentions

Echo Perdana Kusumah, Safroni Isrososiawan

Abstract


Abstract

Social media increasingly shapes travel decision-making, video advertising has emerged as a critical medium for influencing tourist behavior. This study examines the interaction between video speed (slow vs. fast) and tourism activity type (relaxing vs. challenging) in shaping visit intention, with a particular focus on the mediating roles of peacefulness and excitement. Anchored in Optimal Arousal Theory, the research hypothesizes that emotional congruence between the pacing of video content and the arousal level of the depicted activity enhances viewers’ emotional engagement and behavioral responses. A quantitative experimental design employing manipulated video stimuli was conducted among 121 participants selected through purposive sampling, focusing on individuals familiar with tourism video content from Bangka Belitung and Nusa Tenggara Barat, Indonesia. Utilizing PLS-SEM analysis, the findings reveal that slow-paced videos paired with relaxing activities significantly increase feelings of peacefulness, while fast-paced videos combined with challenging activities elicit greater excitement. Both emotional responses positively influence visit intention and mediate the effects of video characteristics on behavioral outcomes. These results contribute to the theoretical advancement of emotion-based tourism marketing and offer practical implications for crafting emotionally resonant video content that strategically aligns message form and content to optimize promotional impact.

Abstrak

Meningkatnya peran media sosial dalam memengaruhi keputusan wisatawan, iklan video menjadi media yang krusial dalam strategi pemasaran destinasi. Studi ini mengkaji interaksi antara kecepatan video (lambat vs. cepat) dan jenis aktivitas wisata (relaksasi vs. tantangan) dalam memengaruhi niat berkunjung, dengan fokus khusus pada peran mediasi dari emosi ketenangan dan kegembiraan. Berlandaskan pada Optimal Arousal Theory, penelitian ini berasumsi bahwa kesesuaian emosional antara gaya penyajian video dan tingkat rangsangan dari aktivitas wisata dapat meningkatkan keterlibatan emosional dan respons perilaku audiens. Penelitian ini menggunakan desain eksperimen kuantitatif dengan manipulasi video yang dilakukan pada 121 partisipan yang dipilih menggunakan teknik purposive sampling, yaitu individu yang memiliki pengalaman terhadap konten video wisata di Provinsi Bangka Belitung dan Nusa Tenggara Barat, Indonesia. Hasil analisis menggunakan PLS-SEM menunjukkan bahwa video berkecepatan lambat dengan aktivitas relaksasi secara signifikan meningkatkan perasaan ketenangan, sedangkan video cepat dengan aktivitas menantang memicu kegembiraan. Kedua emosi positif ini berpengaruh signifikan terhadap niat berkunjung dan memediasi hubungan antara karakteristik video dan respons perilaku. Temuan ini memberikan kontribusi teoritis terhadap literatur pemasaran wisata berbasis emosi, sekaligus menawarkan implikasi praktis bagi pengembang konten untuk merancang video promosi yang lebih efektif melalui penyelarasan bentuk penyampaian dan isi pesan secara emosional.


Keywords


Tourism Video Advertising; Video Speed; Activity Type; Positive Emotions; Visit Intention

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DOI: https://doi.org/10.17509/jithor.v8i2.86941

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