Short video narratives and Porter’s framework: the role of parasocial interaction

Purpose This study aims to investigate the effects of short video narratives on cost focus and differentiation focus, which subsequently influenced the intention to visit. The role of parasocial interaction was also examined. Drawing on the narrative transportation theory and Porter’s framework, this research collected data from a total of 1,214 online participants who had watched the short videos. Structural equation modelling was used to test the hypotheses. The results suggested that short video narratives transported viewers into the story world (narrative transportation) of Porter’s framework. Thus, short video narratives positively provided tourists with a sense of cost-effectiveness (cost focus), and uniqueness (differentiation focus) of the horti-tourism destinations. Again, the destination’s cost focus subsequently led to the intention to visit. Also, parasocial interaction significantly strengthens the relationship between cost and differentiation on intention to visit. This study is one of the first attempts to provide an important perspective for destination stakeholders in applying narrative transportation to generate insights into Porter’s framework.