Short video narratives, brand equity dimensions and horti-tourism patronage: does real-world video matter?

Purpose Using the transportation theory, and the brand equity model, this study aims to examine how short video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to patronise. Further, the study tested the moderating role of real-world video between the brand equity dimensions and intention to patronise. Design/methodology/approach A sequential explanatory mixed method is adopted for this study. An empirical study was conducted in the first phase with 1,119 participants. In the second phase, the quantitative results were used to develop a semi-structured interview guide for in-depth interviews with 9 respondents to validate the quantitative outcomes. The structural equation modelling technique was utilised to analyse the quantitative data, whereas content analysis was used for the qualitative data. Findings The results revealed that short video narratives lead to horti-awareness, image and value. Additionally, horti-awareness, and value had a significant impact on intention to patronise horti-tourism destinations. Another interesting observation is that the negative perceived quality might be as a result of the short video emanating from a tourist perspective. Importantly, potential tourists perceived the real-world video to be authentic, thus strengthening the relationship between the brand equity dimensions and intention to patronise. Practical implications This research provided valuable insights for marketers/management and stakeholders within the tourism and hospitality sector to achieve benefits derived from the findings of the study. Originality/value To the best of the authors knowledge, this study is the first attempt to embed the theory of transportation and the brand equity model in understanding horti-tourism destinations, which can rarely be found in extant literature.