Why Engagement? The Role of Tourism Short Video in Driving Customer Engagement

ABSTRACT As a novel marketing approach, tourism short videos have gained popularity among consumers; however, research on how these videos stimulate consumer psychological and behavioral engagement remains limited. This study aims to reveal which elements of tourism short videos can effectively trigger psychological and behavioral engagement. Based on informational ecosystems, resonance theory, and stimulus–organism–response (SOR) theory, this study used SPSS 26.0 and AMOS 26.0 to analyze data from an online survey conducted with 712 participants. The analysis revealed that information quality, perceived similarity, decision support tool, recommendation signal, and community atmosphere motivate cognitive and emotional resonances, which in turn triggers psychological and behavioral engagement. Furthermore, the community atmosphere moderates these above effects. These findings contribute to the understanding of the spreading of tourism short videos and provide valuable insights for tourism marketers.