Short-form tourism video advertisements: Overt versus covert persuasion and advertising literacy

Abstract

As the use of short-form tourism video (STV) advertisements grows in destination marketing, this study examines the persuasiveness of overt and covert forms of these advertisements. By leveraging the persuasion knowledge model, the research proposes a conceptual framework that underscores how advertising literacy activates audiences’ awareness of persuasive intent. It highlights the differing effects that overt and covert advertisements have on communication and persuasion, particularly in shaping how audiences perceive and respond to marketing messages. Furthermore, the study emphasizes how past experiences with advertisements significantly influence levels of advertising skepticism, leading to varying degrees of receptivity among viewers. The findings offer valuable insights for destination managers and marketers, suggesting how they can strategically use STVs to craft effective and engaging digital marketing campaigns. The research provides practical implications for improving persuasion tactics and enhancing audience engagement in the evolving landscape of tourism marketing.