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Which Factors Influence Word-of-Mouth for Tourism Video Ads?

2024Book part Restricted access
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dc.contributor.authorAugusto, Luísa
dc.contributor.authorSantos, Sara
dc.contributor.authorFerreira, Sónia
dc.contributor.authorSanto, Pedro Manuel Espírito
dc.contributor.authorVasconcelos, Maria de Almeida
dc.date.accessioned2024-12-02T15:55:59Z
dc.date.available2024-12-02T15:55:59Z
dc.date.issued2024
dc.date.updated2024-11-19T20:21:21Z
dc.description.abstractNowadays, the popularity of the Internet for advertising purposes and the increasing use of videos to entertain and captivate viewers is undeniable. Short videos have recently gained signicant popularity and have great tourism marketing potential. Given the amount of information on the Internet and social media, it is necessary to make videos and advertisements that stand out. The narrative structure greatly inuences the interpretation of the message in video advertising, mainly when storytelling techniques are utilised. This has a crucial impact on how viewers perceive and immerse in the information. This study presents a model that relates narrative structure, transportation, destination familiarity, and word-of-mouth. Using the PLS-SEM methodology, this model was tested using a sample of 916 participants with the SMART-PLS program. The results of the study show that the structure of the narrative and the level of familiarity with the destination featured in the promotional videos signicantly inuence narrative transportation. This, in turn, improves and promotes word-of-mouth communication. These results contribute to existing research on incorporating narratives into tourism videos and suggest that promotional videos can be a powerful marketing tool for destinations.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.1007/978-981-97-1552-7_55pt_PT
dc.identifier.isbn9789819715510
dc.identifier.isbn9789819715527
dc.identifier.issn2190-3018
dc.identifier.issn2190-3026
dc.identifier.slugcv-prod-4178361
dc.identifier.urihttp://hdl.handle.net/10400.19/8662
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.relationPIDI/CISeD/002/2022pt_PT
dc.titleWhich Factors Influence Word-of-Mouth for Tourism Video Ads?pt_PT
dc.typebook part
dspace.entity.typePublication
oaire.citation.titleICMarkTech 2023. Smart Innovation, Systems and Technologiespt_PT
person.familyNameAugusto
person.familyNameSantos
person.familyNameFerreira
person.givenNameLuísa
person.givenNameSara
person.givenNameSónia
person.identifier.ciencia-id8115-8053-06FA
person.identifier.ciencia-idBF1C-855D-D6E7
person.identifier.ciencia-id961B-514E-F239
person.identifier.orcid0000-0001-9117-4775
person.identifier.orcid0000-0002-3581-6478
person.identifier.orcid0000-0003-0664-1039
rcaap.cv.cienciaid961B-514E-F239 | Sónia Ferreira
rcaap.rightsclosedAccesspt_PT
rcaap.typebookPartpt_PT
relation.isAuthorOfPublicationbbf46095-efc1-488f-af7d-4fc6c4c1633b
relation.isAuthorOfPublication28135b98-2988-4645-be18-17209bd8ef98
relation.isAuthorOfPublication2bda986a-1487-41b1-bb7d-5e70731c47cd
relation.isAuthorOfPublication.latestForDiscovery2bda986a-1487-41b1-bb7d-5e70731c47cd

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