Can Information Tell a Story? Can Story Attributes of Short Travel Videos Stimulate Impulsive Travel Intention?

Short videos have contributed to the rapid advancement of the tourism industry and have benefited destinations due to travel recommendations. Taking potential tourists watching short travel videos as the research object, with the help of narrative transportation theory, this study explored the influence mechanism of story attributes (i.e., authenticity and educability) of short travel videos on impulsive travel intention. Consequently, educability positively influences concentration and impulsive travel intention. Concentration has a partial mediating effect between authenticity or educability and impulsive travel intention. Public health risk perception moderates the effect of authenticity on concentration. The study contributes to how tourism destinations can utilize tourism short videos to stimulate potential tourists’ impulsive travel intentions.