IDEAS home Printed from https://ideas.repec.org/a/taf/rcitxx/v28y2025i9p1427-1444.html
   My bibliography  Save this article

Effect of short video storytelling on festival attractiveness: the moderating role of temporal orientation and novelty

Author

Listed:
  • Jing Wang
  • Yu Wu
  • Zhaofeng Wang

Abstract

Short video storytelling has become an important channel for destination marketing. However, how to take advantage of short video storytelling to enhance festival attractiveness is unclear. Based on narrative transportation theory, this study analysed 494 questionnaires through the hybrid exploration method of structural equation model (SEM) and fuzzy-set qualitative comparative analysis (fsQCA), to deeply explore the mechanism and conditional configuration of short video storytelling affecting festival attractiveness. The findings reveal that the effect of short video storytelling on festival attractiveness is significant, and partly mediated by narrative transportation. Moreover, compared with future-oriented people, present-oriented people are more likely to immerse themselves in short video storytelling and be attracted by festivals. Additionally, novelty, a core condition for high festival attractiveness, significantly strengthens the effects of storytelling and narrative transportation on attractiveness. Overall, this study expands the theoretical knowledge of short video storytelling in festival marketing and supports destination managers to formulate effective short video marketing strategies for destination festivals.

Suggested Citation

  • Jing Wang & Yu Wu & Zhaofeng Wang, 2025. "Effect of short video storytelling on festival attractiveness: the moderating role of temporal orientation and novelty," Current Issues in Tourism, Taylor & Francis Journals, vol. 28(9), pages 1427-1444, May.
    • Handle: RePEc:taf:rcitxx:v:28:y:2025:i:9:p:1427-1444
    DOI: 10.1080/13683500.2024.2339953
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/13683500.2024.2339953
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/13683500.2024.2339953?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rcitxx:v:28:y:2025:i:9:p:1427-1444. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rcit .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.