A Study of the Impact of Short Cultural and Travel Videos on Urban Tourism Intention

Short videos focusing on culture and travel have emerged as crucial tools for promoting urban cultural tourism. Grounded in the SOR (Stimulus-Organism-Response) model, this study develops a four-dimensional scale for these videos: content richness, distribution channels, creator popularity, and video interestingness. Structural equation modeling reveals that these dimensions positively influence viewers' tourism intentions, with creator popularity and video interestingness showing the strongest effects. The cognitive image acts as a significant mediator, indicating that short videos positively shape perceptions and subsequently enhance tourism intentions. Emotional impacts also play a key role, as the videos strengthen emotional impressions, leading to increased tourism intentions. This quantitative study applies the SOR model to analyze the mechanism through which short videos influence urban cultural tourism, offering new insights for city marketing strategies and expanding the application of SOR theory in this domain.