A recent study by researchers at the Macao University of Tourism (UTM) suggests that short-video platforms like TikTok, YouTube Shorts, and Instagram Reels can significantly influence viewers' attitudes towards travel destinations and increase their intention to visit those places.
Key findings of the study:
Social media influencers play a crucial role: When influencers feature destinations in short videos, their perceived expertise can positively influence viewers' attitudes and inspire them to travel.
Usefulness and enjoyment matter: Videos that are perceived as useful and enjoyable can enhance viewers' attitudes towards the platforms themselves, further influencing their attitudes towards the destinations featured.
Unique approach for short videos: Short-video platforms require a distinct approach compared to traditional promotional videos or other video formats.
Recommendations for destination management organizations (DMOs):
Collaborate with travel influencers: Partner with knowledgeable influencers to create engaging content for short-video platforms.
Emphasize influencers' expertise: Use video editing techniques to highlight influencers' knowledge and familiarity with the destinations.
Prioritize usefulness and entertainment: Ensure that short videos provide valuable information for travel planning while also being entertaining to watch.
By implementing these strategies, DMOs can effectively leverage the power of short-video platforms to reach a wider audience and inspire more people to travel to their destinations.
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