Navigating the Nexus of Travel Videos and Travel Purchase Intention: Mediation Role of Psychological Factors

Abstract

By providing captivating geographical impressions and information, online travel videos intend to have a significant impact in shaping consumers travel purchasing choices. Individuals when planning a trip come across a variety of travel-related content when they search for information about different places online. This includes travel videos and AI-generated content that highlights unique aspects of locations which directly or indirectly impact their decisions. This study aims to investigate the impact of travel video information on consumer travel purchase decision via psychological aspects using Stimulus organism response model to test the hypothesis. The data was gathered using a convenience and purposive sampling technique. Using a standardised questionnaire, data was gathered through surveys conducted both offline and online, and SmartPLS was used for analysis. The finding shows that online video information has significant influence on travel purchase intention via destination attraction, motivation and self-congruity. Additionally, self-congruity and motivation are crucial factors influencing travel purchase intentions, this study looks into their sequential mediation impact. Additionally, this study adds to the body of literature on content marketing on online platforms by highlighting the influence of travel videos on customer behaviour. Moreover, this study hold significance for expanding the theoretical and practical implementation of online travel video information regarding purchasing intention.