What drives tourists' travel intentions in the context of travel video experiences: A systematic review and future research agenda

This systematic literature review synthesizes evidence from 51 peer-reviewed quantitative studies to clarify how travel videos influence tourists’ travel intentions and to propose a future research agenda. Following PRISMA guidelines, 1,149 records were identified across five databases and screened to retain high-quality articles published before December 2024. Descriptive analysis shows that scholarly attention has accelerated markedly, peaking at 20 publications in 2024, indicating rapid field maturation. Research is geographically concentrated, with China accounting for 26 of the 51 studies, followed by the United States (5) and India/Pakistan (4 each), highlighting a strong Asia-centric focus and the need for broader cross-cultural inquiry. Thematically, 2D and user-generated videos (vlogs and short videos on YouTube, TikTok, and Instagram) dominate the literature, confirming their superior persuasive power over organization-produced content. The most frequently applied theories are the Stimulus–Organism–Response model and Source Credibility Theory, together appearing in 43.14% of studies, demonstrating their central role in explaining how video stimuli shape cognitive and affective responses that drive intention. Methodologically, all studies employ cross-sectional designs, with online surveys prevailing (15 author-distributed links; 13 panel-based surveys) and 21 experimental studies requiring participants to watch videos prior to responding, underscoring the field’s reliance on digital data collection. The nomological synthesis reveals that presenter credibility, content quality, destination image, and emotional engagement consistently predict intention, while mediators such as attitude, trust, inspiration, and flow experience explain indirect effects. Moderators—including narrative structure, consumption orientation, and cultural cognition—shape boundary conditions. These findings demonstrate that travel videos are not merely informational but powerful emotional and relational stimuli. The review advances theory by mapping an integrated nomological network and offers actionable insights for destination marketers to leverage credible creators and emotionally engaging content to enhance destination branding and visitation outcomes.