The interaction ritual sense of tourist check-in short videos: A new lens on visit intention

Despite the growing influence of Tourist Check-in Short Videos (TCSVs) on social media platforms, understanding how these videos shape visit intentions remains a gap in the literature. Drawing on the Interaction Ritual Chain (IR) theory, we investigate how the interaction ritual sense of TCSVs shapes viewers’ visit intentions. Through a mixed-methods research design with qualitative (Study 1) and quantitative (Study 2) studies, this research uncovers a positive correlation between the interaction ritual sense and visit intention. The findings indicate that the interaction ritual sense significantly enhances visit intentions, with perceived value and benign envy emerging as critical mediators. This research extends the IR theory into the virtual realm, highlighting the ritualistic nature of TCSVs and their capability to influence viewers’ cognition and behavior. It also provides practical insights for tourism marketers, underscoring the strategic integration of interaction ritual elements in TCSVs to stimulate viewers’ engagement and foster visit intentions.