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Center of Portugal Tourism: Effects of Video Advertisements on Positive Emotions and Narrative Transportation
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Resumo(s)
Nowadays, it is possible to acknowledge the appeal of online platforms for advertising or the growing popularity of videos as a form of viewer engagement and entertainment. In video advertising, the narrative framework significantly impacts how the message is interpreted, particularly when storytelling techniques are applied. Moreover, the quality and format of the advertising's message directly impact consumers' intention to make a purchase. Recently, short movies have become very popular and offer much promise for
marketing travel. The way that the advertisement presents the location can have a significant impact on how people feel towards the destination. Through the creation of compelling advertisements, marketers can significantly impact customer feelings, piquing their interest in destinations. A total of 906 responses were gathered for the study, and the data were analyzed using structural equation modelling and the SMART-PLS program. All the hypotheses that were tested were confirmed, indicating that the narrative structure, transportation, and advertisement design all had a significant impact on the development of positive feelings in the viewers of the promotional videos. Therefore, the narrative and design of the advertising influence the positive emotions of tourists who see this ad. These findings bolster the body of knowledge regarding using narratives in travel videos and imply that promotional videos can effectively accomplish destination marketing. Moreover, these carry repercussionsfor marketing professionals, giving them invaluable guidance on producing compelling and memorable content for travel-related videos.
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Palavras-chave
Narrative Transportation Narrative Structure Ad Visual Design Customer Behavior Positive Emotions Tourism