The effect of short‐form video on travel decision‐making process: An integration of AIDA and MGB models

Abstract With the upsurge of individual interest in short‐form video, this has become an important communication medium that has the potential to influence viewers' behavior. Based on the importance of understanding the relationship between short‐form video and the travel decision‐making process, this study attempted to examine this linkage in the context of Korean food by integrating the AIDA and MGB models. An online survey was conducted with the short‐form video audience in China. A total of 505 responses were analyzed by using PLS‐SEM. Based on the findings, this study verified the travel decision‐making process in visiting Korea under the influence of Korean food short‐form videos. This research contributes to the theoretical development of existing studies regarding short‐form videos as well as the integration of the AIDA and MGB models. Moreover, practical insights are provided for destination marketers in development and utilization of Korean food short‐form video as a marketing medium.