How do short-form travel videos trigger travel inspiration? Identifying and validating the driving factors

Short-form travel videos are popular and can trigger travel inspiration. Based on persuasion theory and customer inspiration theory, Study 1 analyzed audience comments toward short-form travel videos following the grounded theory approach, and identified seven basic attributes of short-form travel videos triggering travel inspiration in three categories of attractiveness. Based on the stimuli-organism-response framework, Study 2 revealed that presenter, destination, and video design each had significant positive effect on travel intention via the chain mediation of inspired-by and inspired-to of travel inspiration. Additionally, openness to experience was found to positively moderate the effects of presenter and destination attractiveness on travel inspiration. These findings make theoretical contributions to the travel inspiration literature, and offer insights on destination marketing through travel videos.