Impact of video content on gastronomic image construction and tourists’ intention to (re-) visit Macao
Xilei Chen, Zhaoyu Chen
Abstract
Videos are a key resource in digital marketing for tourism destinations. However, their influence on gastronomic image construction is underestimated, especially the effects of video content components on tourist perceptions and (re-)visit intentions. Drawing upon visual communication theories, this study explores the key elements presented in video content on social media platforms that shape the gastronomic image and the impact of individually identified elements on potential tourists’ (re-)visit intention. Using video elicitation interviews, the study identified four key video contents: food-related (static) pictures, scenes, personal content, and nondeceptive content. Food-related (static) pictures positively contribute to Macao’s gastronomic image, while nondeceptive content has an adverse effect. Scenes and personal content moderately influence the image that must be cautiously managed. Collectively, they influence tourists’ perceptions of the image and visitation intentions. This study contributes to destination digital marketing and visual media research by providing insights into how video content influences tourist perceptions and decision-making. The findings highlight the importance of authenticity and visual appeal in destination branding and provide a reference for governments, the tourism industry, and destination marketers seeking to create effective video content that resonates with (potential) tourists.