Viewer In-Consumption Engagement in Pro-Environmental Tourism Videos: A Video Analytics Approach
JOURNAL OF TRAVEL RESEARCH(2024)
摘要
Underpinned by Media Richness Theory and the Elaboration Likelihood Model, this study examines the impacts of the content features (i.e., informativeness and visual variation) of pro-environmental tourism videos on viewers’ in-consumption engagement. Pro-environmental tourism videos were analyzed at the scene level using advanced video analytics. The findings of this study show that there are inverted U-shape effects of pro-environmental tourism video informativeness and visual variation on viewers’ in-consumption engagement. This study advances the sustainable tourism literature by providing theoretical explanations on how and why pro-environmental tourism video content features influence communication effectiveness through the lens of in-consumption engagement. This study provides practical implications for content creators on how to design effective pro-environmental videos in tourism by highlighting the balance of informativeness and visual variations.
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关键词
video analytics,pro-environmental tourism video,in-consumption engagement,pro-environmental communication,user-generated videos
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