Abstract
ABSTRACT Short video storytelling has become an important channel for destination marketing. However, how to take advantage of short video storytelling to enhance festival attractiveness is unclear. Based on narrative transportation theory, this study analysed 494 questionnaires through the hybrid exploration method of structural equation model (SEM) and fuzzy-set qualitative comparative analysis (fsQCA), to deeply explore the mechanism and conditional configuration of short video storytelling affecting festival attractiveness. The findings reveal that the effect of short video storytelling on festival attractiveness is significant, and partly mediated by narrative transportation. Moreover, compared with future-oriented people, present-oriented people are more likely to immerse themselves in short video storytelling and be attracted by festivals. Additionally, novelty, a core condition for high festival attractiveness, significantly strengthens the effects of storytelling and narrative transportation on attractiveness. Overall, this study expands the theoretical knowledge of short video storytelling in festival marketing and supports destination managers to formulate effective short video marketing strategies for destination festivals.
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