Exploring the Impact of Music in Short-Form Travel Videos on Users’ Emotional Resonance, Sharing Intention and Impulsive Travel Intention

Abstract The popularity of short-form video platforms and content creation tools has grown significantly in recent years, leading to increased consumption of travel-related visual content. A growing number of potential tourists are actively engaging with short-form travel videos (STVs). While previous studies have highlighted the importance of music in STVs, the research mechanisms and frameworks to investigate its impact remain unclear. Therefore, this study develops a research model based on resonance theory and the Stimulus-Organism-Response (SOR) model, aiming to investigate the influence of music congruity with various video elements (e.g., tempo, copywriting, style, destination attributes) within STVs presented on social media. Through a scenario-based experiment, this study attempts to confirm the role of music and video aesthetics as key factors in evoking emotional resonance and shaping users’ behaviour. The findings could also suggest that emotional resonance could directly influence users’ sharing intentions and impulsive travel intentions. These findings are expected to provide valuable insights for destination marketers and travel content creators.