The power of appeal: do good looks and talents of vloggers in tourism short videos matter online customer citizenship behavior?

As the tourism industry recovers post-COVID-19, tourism short videos have emerged as a vital marketing tool. This study explores their impact on online customer citizenship behavior, providing valuable insights for marketers and destination managers to attract tourists and promote sustainable tourism. A survey method was employed, yielding 280 valid responses. Data were analyzed using SPSS Process and AMOS, with CFA for measurement validation and SEM to examine causal relationships. Consequently, by analyzing the effects of talents (emotional and informational support) and good looks (appearance charm), We found that informational and emotional support, along with vlogger appearance charm, significantly boost perceived value and online customer citizenship behavior. Perceived value mediates the relationship between these factors and customer behavior, showing that well-crafted tourism short videos can promote online civic engagement. This study enriches theoretical research on tourism marketing and offers practical insights for enhancing customer citizenship behavior through compelling video content.