To describe or to tell? Differential impact of short-video narrative forms on impulsive travel intention

Impulsive travel is increasingly prevalent in short video marketing. Drawing on Narrative Transportation Theory, this study examines how narrative forms in tourism short videos influence impulsive travel intention by comparing landscape-descriptive and story-narrative formats. Four scenario experiments were conducted with participants recruited online, with stimuli ranging from textual to audiovisual materials. Results show that story-narrative forms elicit stronger impulsive travel intention than landscape-descriptive ones. Narrative transportation serves as a mediator. Trait reactance negatively moderates this effect, such that individuals with high trait reactance show lower impulsive travel intention overall. For individuals with low trait reactance, story-narrative forms are particularly effective in developing impulsive travel intention. The findings offer a novel theoretical perspective on how variations in narrative form of short videos shape immediate travel decisions and offer practical implications for destination marketers and managers.