The Sound of Reels: Effects of Audio Features of Destination Short Videos on User Engagement

This study investigates sound features’ impact on user engagement in destination marketing short-form videos. Using acoustic scene analysis and the theory of interactive media effects, the research focuses on key audio metrics: chroma, zero-crossing, root mean square, onset strength, tempo, and pitch. Analysing a dataset of 11,451 reels across 141 countries, the findings reveal that acoustic complexity and onset strength negatively correlate with engagement metrics, while rhythmic and slightly louder and human-narrated audio may enhance user interactions, particularly in dynamic themes. As for nature-related themes, lower complexity and reduced onset strength are favoured, whereas louder audio may disrupt the intended peaceful atmosphere. Overall, this study contributes to the growing recognition of auditory cues in digital tourism.