نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه جغرافیای انسانی، دانشکده جغرافیا، دانشگاه تهران، تهران، ایران
2 گروه مدیریت و اقتصاد گردشگری، دانشکده گردشگری، دانشگاه تهران، تهران، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Video marketing, as an effective digital marketing tool, plays an important role in shaping tourists’ behavior and promoting tourism destinations through cognitive and emotional engagement. This study examines the effects of two types of video marketing, namely emotion-based and information-based videos, on travel intention toward ecotourism destinations and investigates the mediating roles of trust, telepresence, and flow. The theoretical framework was developed based on the Stimulus–Organism–Response (SOR) model. The study is applied in terms of purpose and descriptive-survey in terms of method, using Partial Least Squares Structural Equation Modeling (PLS-SEM). The statistical population comprised active social media users selected through purposive sampling, and 355 valid questionnaires were collected. Construct validity was assessed through convergent and discriminant validity, while reliability was established using Cronbach’s alpha, composite reliability, and McDonald’s omega. Data were analyzed using SmartPLS. The results showed that both emotion-based and information-based video marketing had positive and significant effects on travel intention toward ecotourism destinations. Flow significantly mediated the relationship between emotion-based video marketing and travel intention, while trust and flow significantly mediated this relationship in the information-based model. In contrast, telepresence did not significantly mediate the relationship in either model. These findings indicate that different types of video content influence travel intention through distinct psychological mechanisms and provide valuable insights for developing more effective video marketing strategies for ecotourism destinations.
کلیدواژهها [English]
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