Unveiling the power of short social reels on Facebook, Instagram and TikTok and their impact on users’ behavioral decisions

Purpose Even though short reels on social media platforms are becoming more and more popular in the tourist industry, there is still a dearth of comprehensive theoretical understanding of the power of social reels on social media platforms and their effect on travelers’ intentions to travel. Design/methodology/approach This study delves into the concepts of destination telepresence, short reels and travel intention by integrating S-O-R and telepresence theory to construct a structural model. An online survey has been conducted with the short reel video (i.e. Facebook, Instagram and TikTok) audience in Italy. The study analyzed a total of 359 responses using SEM. Findings The study’s findings indicate a significant positive association between telepresence, attitudes toward short reels, perceived informativeness and perceived enjoyment. Moreover, the positive association with satisfaction leads to an intention to visit, WOM and E-WOM. Originality/value This study emphasizes the importance of immersive experiences and authentic representations in informative and enjoyable short reels for effectively influencing viewer attitudes, destination marketing organizations and tourism marketing promotions.