From storytelling to visit intention: mapping the emotional mechanism in food travel vlog viewing through an integrated SOR-CAT model

Purpose Food travel vlogs (FTVs) have gained immense popularity on social media, demonstrating strong marketing potential for destinations. Yet how they influence audiences’ travel decision-making remains unclear. While recent research highlights the critical role of emotions in FTV viewing, the emotional mechanisms through which FTVs shape travel decisions remain largely unexplored. This study aims to address this gap. Design/methodology/approach In response, this research proposes an integrated model grounded in the stimulus–organism–response (SOR) model and cognitive appraisal theory (CAT). Drawing on 544 valid responses from a nationally representative UK sample, the model was empirically tested using partial least squares structural equation modelling (PLS-SEM). Findings The findings reveal that storytelling in FTVs influences audiences’ perceived authenticity, perceived intimacy and sense of presence (“3Ps”), which, in turn, evoke happiness and ultimately shape their perceived food destination image and visit intention. Furthermore, this research identifies the chain mediating roles of the “3Ps” and happiness in linking storytelling with both food destination image and visit intention. Practical implications This research validates the effectiveness of FTVs in promoting destinations and offers destination marketers practical strategies for crafting impactful FTV content. Originality/value This research provides an early and in-depth examination of the effects of storytelling in user-generated travel videos (UGTVs). It also takes an innovative step by integrating CAT into the SOR model to deepen the understanding of the emotion-elicitation process in UGTV audiences.