The impact of short-form videos on tourist travel intention toward cities: an integrated theory of planned behavior and elaboration likelihood model approach

Given their strong social attributes, short duration, and low technical barrier, short-form social media videos have emerged as powerful tools for promoting city tourism. However, few studies have examined their impact on tourist travel intention. Hence, this study combines Theory of Planned Behavior (TPB), Elaboration Likelihood Model (ELM), and city image variables to investigate this topic, using data collected from 481 respondents of a questionnaire survey. The structural equation modeling results showed that TPB variables positively predicted tourist travel intention, with attitude being the most influential. ELM variables positively influenced attitude, with peripheral route variables having a more pronounced influence relatively. Lastly, the city image directly predicted attitudes, subjective norms, perceived behavioral control, and travel intentions. The study’s novelty lies in overcoming the limitations of a single theoretical perspective and challenging the “route separation assumption” of ELM, ultimately providing new insights into model dynamics. By integrating TPB, ELM, and city image variables into a comprehensive model, this study expands on existing literature, with implications for city tourism promotion and the creation of short-form social media videos.