How can short travel videos facilitate tourists’ decision-making about traveling to cultural heritage destinations? Evidence from the Wudang Mountain Complex

Short travel videos significantly influence tourists' decision-making regarding cultural heritage destinations, with positive emotions and perceived cultural heritage value directly impacting choices. A study on the UNESCO-listed Wudang Mountain Complex revealed that while cultural involvement indirectly affects decisions through emotional responses and value perception, factors like cultural identity and destination image do not play a significant role. Using stimulus-organism-response theory, researchers analyzed 401 responses to short promotional videos, validating how these elements shape travel behavior. The findings offer actionable insights for marketing cultural heritage sites, emphasizing the importance of crafting videos that evoke positive emotions and highlight heritage value.

Wu, S., & Peng, X. (2025). How can short travel videos facilitate tourists’ decision-making about traveling to cultural heritage destinations? Evidence from the Wudang Mountain Complex. Asia Pacific Journal of Marketing and Logistics, 37(7), 1990–2006. https://doi.org/10.1108/apjml-05-2024-0577