Impact of social media reels on entrepreneurial intentions in the hospitality sector: extended concept of new entrepreneur

Purpose This study aims to examine the influence of short-form social media reels on shaping entrepreneurial intentions within the hospitality SME sector. Design/methodology/approach This study examines the relationships between destination telepresence, short reels and entrepreneurial intention using the Stimulus-Organism-Response framework and telepresence theory. An online survey of 631 short reel viewers in Italy (e.g. Facebook, Instagram and TikTok) was analyzed through structural equation modeling. Findings Results reveal that telepresence, attitudes toward short reels, perceived informativeness and vividness significantly enhance utilitarian value, which positively influences entrepreneurial intention. These findings underscore the importance of immersive, vivid and informative short reels in shaping entrepreneurial attitudes and behaviors. Originality/value By highlighting the role of realistic and engaging content, the study provides actionable insights for policymakers, researchers and practitioners in leveraging short reels for hospitality marketing and fostering nascent entrepreneurial activities in the hospitality sector.