Videos are an effective tool for destination marketing. Despite being an essential technical feature, when and how video motion influences destination advertising effectiveness remains unclear. This research employs a mixed-method approach to investigate how video motion type (slow vs. fast) influences destination advertising effectiveness, while considering the destination type (nature-based vs. urban). Survey results illuminate a lay belief that nature-based (urban) destinations are associated with a slow (fast) pace, subsequently shaping consumer responses toward slow- versus fast-motion videos. Specifically, insights from a semi-structured interview, three online experiments, and a field study in a social media platform with 33,080 video plays reveal that slow motion is better suited for nature-based destinations, whereas fast motion is more effective for urban destinations. Perceived fit is identified as the mechanism driving such congruity effects.
BergenerJ.SantariusT. (2021). A pace of life indicator: Development and validation of a General Acceleration Scale. Time & Society, 30(3), 273–301. https://doi.org/10.1177/0961463X20980645
ByunJ.JangS. S. (2015). Effective destination advertising: Matching effect between advertising language and destination type. Tourism Management, 50, 31–40. https://doi.org/10.1016/j.tourman.2015.01.005
4.
CaoX.QuZ.LiuY.HuJ. (2021). How the destination short video affects the customers’ attitude: The role of narrative transportation. Journal of Retailing and Consumer Services,62, Article 102672. https://doi.org/10.1016/j.jretconser.2021.102672
ChoiN. H.JungJ. M.OyunbilegT.YangP. (2016). The impact of emotional arousal levels and valence on product evaluations: From regulatory goal perspective. European Journal of Marketing, 50(1/2), 78–99. https://doi.org/10.1108/EJM-09-2013-0481
8.
CornelisE.CaubergheV.De PelesmackerP. (2014). Regulatory congruence effects in two-sided advertising: The mediating role of processing fluency and processing depth.European Journal of Marketing, 48(7/8), 1451–1465. https://doi.org/10.1108/EJM-02-2012-0094
ElderR. S.KrishnaA. (2010). The effects of advertising copy on sensory thoughts and perceived taste.Journal of Consumer Research,36(5), 748–756. https://doi.org/10.1086/605327
EvansJ. S. B. (2017). Dual process theory: Perspectives and problems. In De NeysW. (Ed.), Dual process theory 2.0 (pp. 137–155). Routledge. https://doi.org/10.4324/9781315204550
15.
FengW.LiuY.LiD. (2022). Emotional or rational? The congruity effect of message appeals and country stereotype on tourists’ international travel intentions. Annals of Tourism Research, 95, Article 103423. https://doi.org/10.1016/j.annals.2022.103423
16.
FurnhamA.HenleyS. (1988). Lay beliefs about overcoming psychological problems. Journal of Social and Clinical Psychology, 6(3–4), 423–438. https://doi.org/10.1521/jscp.1988.6.3-4.423
17.
GermelmannC. C.HerrmannJ. L.KachaM.DarkeP. R. (2020). Congruence and incongruence in thematic advertisement–medium combinations: Role of awareness, fluency, and persuasion knowledge.Journal of Advertising,49(2), 141–164. https://doi.org/10.1080/00913367.2020.1745110
HagenL. (2021). Pretty healthy food: How and when aesthetics enhance perceived healthiness. Journal of Marketing,85(2), 129–145. https://doi.org/10.1177/0022242920944384
HanksL.ZhangL.LineN.McGinleyS. (2016). When less is more: Sustainability messaging, destination type, and processing fluency. International Journal of Hospitality Management, 58, 34–43. https://doi.org/10.1016/j.ijhm.2016.07.002
HerbstK. C.FinkelE. J.AllanD.FitzsimonsG. M. (2012). On the dangers of pulling a fast one: Advertisement disclaimer speed, brand trust, and purchase intention. Journal of Consumer Research, 38(5), 909–919. https://doi.org/10.1086/660854
24.
HuM.ZhangY.ZhangH.LuY.ZuoL.ZhuangM.LiuW.ZhangJ.ZhangH. (2020). How do Chinese tourists perceive tranquillity during the tour?Tourism Management Perspectives, 34, Article 100666. https://doi.org/10.1016/j.tmp.2020.100666
25.
JangP. S. (2007). Designing acoustic and non-acoustic parameters of synthesized speech warnings to control perceived urgency.International Journal of Industrial Ergonomics,37(3), 213–223. https://doi.org/10.1016/j.ergon.2006.10.018
26.
JiaH.KimB. K.GeL. (2020). Speed up, size down: How animated movement speed in product videos influences size assessment and product evaluation. Journal of Marketing, 84(5), 100–116. https://doi.org/10.1177/0022242920925054
27.
JiangB.XuW.JiW.KimG.PryorM.SullivanW. C. (2021). Impacts of nature and built acoustic-visual environments on human’s multidimensional mood states: A cross-continent experiment. Journal of Environmental Psychology, 77, Article 101659. https://doi.org/10.1016/j.jenvp.2021.101659
JungS.DuboisD. (2023). When and how slow motion makes products more luxurious. Journal of Marketing Research, 60(6), 1177–1196. https://doi.org/10.1177/00222437221146728
LabrooA. A.PocheptsovaA. (2016). Metacognition and consumer judgment: Fluency is pleasant but disfluency ignites interest. Current Opinion in Psychology, 10, 154–159. https://doi.org/10.1016/j.copsyc.2016.01.008
LeeA. Y.KellerP. A.SternthalB. (2010). Value from regulatory construal fit: The persuasive impact of fit between consumer goals and message concreteness. Journal of Consumer Research, 36(5), 735–747. https://doi.org/10.1086/605591
LeeH.LiebenauJ. (2000). Temporal effects of information systems on business processes: Focusing on the dimensions of temporality. Accounting, Management and Information Technologies, 10(3), 157–185. https://doi.org/10.1016/S0959-8022(00)00003-5
36.
LeeJ.KimH. (2022). How to survive in advertisement flooding: The effects of schema–product congruity and attribute relevance on advertisement attitude.Journal of Consumer Behaviour,21(2), 214–230.https://doi.org/10.1002/cb.1991
37.
LeeM.FaberR. J. (2007). Effects of product placement in online games on brand memory: A perspective of the limited-capacity model of attention.Journal of Advertising,36(4), 75–90. https://doi.org/10.2753/JOA0091-3367360406
38.
LiH.DingY.ZhaoB.XuY.WeiW. (2023). Effects of immersion in a simulated natural environment on stress reduction and emotional arousal: A systematic review and meta-analysis.Frontiers in Psychology,13, Article 1058177. https://doi.org/10.3389/fpsyg.2022.1058177
39.
LiH.TuX. (2024). Who generates your video ads? The matching effect of short-form video sources and destination types on visit intention.Asia Pacific Journal of Marketing and Logistics,36(3), 660–677. https://doi.org/10.1108/APJML-04-2023-0300
LineN. D.HanksL. (2016). The effects of environmental and luxury beliefs on intention to patronize green hotels: The moderating effect of destination image. Journal of Sustainable Tourism, 24(6), 904–925.https://doi.org/10.1080/09669582.2015.1091467
42.
LineN. D.HanksL.MiaoL. (2018). Image matters: Incentivizing green tourism behavior. Journal of Travel Research,57(3), 296–309. https://doi.org/10.1177/0047287517697848
43.
LuoY.DengJ. (2008). The new environmental paradigm and nature-based tourism motivation. Journal of Travel Research, 46(4), 392–402. https://doi.org/10.1177/0047287507308331
44.
MandlerJ. M. (2014). Stories, scripts, and scenes: Aspects of schema theory. Psychology Press. https://doi.org/10.4324/9781315802459
45.
ManthiouA.KuppelwieserV. G. (2023). Consumer reaction to decelerated tourism: Pace, inherent virtue, and environmental concern. Journal of Travel Research, 62(7), 1510–1529. https://doi.org/10.1177/00472875221130293
Meyers-LevyJ.TyboutA. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39–54. https://doi.org/10.1086/209192
48.
MinieroG.RuraleA.AddisM. (2014). Effects of arousal, dominance, and their interaction on pleasure in a cultural environment.Psychology & Marketing,31(8), 628–634. https://doi.org/10.1002/mar.20723
49.
MoinS. M. A.HosanyS.O’BrienJ. (2020). Storytelling in destination brands’ promotional videos.Tourism Management Perspectives,34, Article 100639. https://doi.org/10.1016/j.tmp.2020.100639
50.
NooneB. M.KimesS. E.MattilaA. S.WirtzJ. (2009). Perceived service encounter pace and customer satisfaction: An empirical study of restaurant experiences.Journal of Service Management,20(4), 380–403. https://doi.org/10.1108/09564230910978494
51.
NymanT. J.KarlssonE. P. A.AntfolkJ. (2017). As time passes by: Observed motion-speed and psychological time during video playback.PLoS One,12(6), Article e0177855. https://doi.org/10.1371/journal.pone.0177855
PapadimitriouD.ApostolopoulouA.KaplanidouK. (2015). Destination personality, affective image, and behavioral intentions in domestic urban tourism. Journal of Travel Research, 54(3), 302–315. https://doi.org/10.1177/0047287513516389
54.
PearceJ.Strickland-MunroJ.MooreS. A. (2017). What fosters awe-inspiring experiences in nature-based tourism destinations?.Journal of Sustainable Tourism,25(3), 362–378. https://doi.org/10.1080/09669582.2016.1213270
SongS.ParkS. B.ParkK. (2021). Social media marketing strategies for tourism destinations: Effects of linguistic features and content types. Journal of Smart Tourism,1(3), 21–29. https://doi.org/10.52255/smarttourism.2021.1.3.5
58.
StuppyA.LandwehrJ. R.McGrawA. P. (2024). The art of slowness: Slow motion enhances consumer evaluations by increasing processing fluency. Journal of Marketing Research, 61(2), 185–203. https://doi.org/10.1177/00222437231179187
59.
SuL.YeC.HuangY. (2024). Does destination nostalgic advertising enhance tourists’ intentions to visit? The moderating role of destination type.Tourism Management, 100, Article 104810. https://doi.org/10.1016/j.tourman.2023.104810
60.
TeixeiraT.WedelM.PietersR. (2012). Emotion-induced engagement in internet video advertisements. Journal of Marketing Research, 49(2), 144–159. https://doi.org/10.1509/jmr.10.0207
61.
TogawaT.SugitaniY. (2022). Looks far beyond my reach: The zoom effect in product videos influences luxury perception and purchase intention. Journal of Consumer Psychology, 32(4), 687–698. https://doi.org/10.1002/jcpy.1268
WangC. X.ZhangJ. (2020). Assertive ads for want or should? It depends on consumers’ power. Journal of Consumer Psychology, 30(3), 466–485. https://doi.org/10.1002/jcpy.1165
65.
WangL.GuoZ.ZhangG. Y.XuX. A. (2022). Effective destination user-generated advertising: Matching effect between goal framing and self-esteem.Tourism Management,92, Article 104557. https://doi.org/10.1016/j.tourman.2022.104557
66.
WangX. S.LuS.LiX. I.KhamitovM.BendleN. (2021). Audio mining: The role of vocal tone in persuasion. Journal of Consumer Research,48(2), 189–211. https://doi.org/10.1093/jcr/ucab012
YinY.JiaJ. S.ZhengW. (2021). The effect of slow motion video on consumer inference. Journal of Marketing Research, 58(5), 1007–1024. https://doi.org/10.1177/00222437211025054
