Investigating the effect of tourism short video background music congruence on viewers’ travel intention

Short video promotion has become increasingly popular in tourism marketing, yet there is scant academic research on how it influences tourists’ travel intention. This study investigates how congruence between tourism short video background music and video content (i.e. BGM congruence) affects viewers’ travel intention. Through an experimental study and a survey study, this research indicates that BGM congruence significantly enhances viewers’ travel intention, mediated by flow experience and destination attitude. Furthermore, viewers’ familiarity with the BGM in short videos positively moderates the relationship between BGM congruence and travel intention. This study contributes to the literature in the field of short video promotion in tourism.