Unveiling the Impact of Collective Memory in Promotional Videos on Wuhan’s Post-Pandemic Travel Intention

Abstract

This study explores the influence mechanism of collective memory in promotional videos on travel intention, based on an online questionnaire survey regarding travel intention after the pandemic in Wuhan. The dimensions of collective memory about the COVID-19 pandemic and the relationships among collective memory, empathy, place attachment, and travel intention were identified using exploratory factor analysis, correlation analysis, and hierarchical regression analysis. The results indicate that tourism promotional videos have a significant positive impact on tourists’ travel intentions. Meanwhile, empathy and place attachment mediate the relationship between collective memory and travel intention. This study offers feasible suggestions for pandemic-related dark tourism destinations.