Persuasive Effects of Promotional Narratives and Videos on Destination Image and Risk Perception for Travel to Iran

ABSTRACT This study examined how different types and combinations of marketing communications influence travelers' perceptions of Iran, a destination often perceived as risky. It tested whether narrative texts and promotional videos enhance mental transportation—the feeling of being immersed in a story—and how this affects risk perception, destination image, and behavioral intentions. Using an online experiment, 425 US participants were assigned to a 2 (narrative vs. nonnarrative text) × 2 (video vs. no video) factorial design plus a control group. MANOVA analysis showed that narrative advertisements generated greater mental transportation, leading to more positive destination images, lower perceived risks, and higher behavioral intentions than nonnarrative texts. Videos were more persuasive than text and combining narrative text with video produced the strongest effects. Narrative transportation partially mediated these relationships. Findings offer theoretical and managerial implications for designing tourism marketing that mitigates perceived cultural, religious, and geopolitical risks to encourage travel intentions.