The Experience of Video Interpretation and Satisfaction

Abstract

ABSTRACT Travel videos have become an effective means of promoting destinations. Video clips on platforms such as YouTube emerged as an alternative way of interpreting attractions such as national parks, with interpreters explaining their value and beauty. These videos offer contact-free interpretive experiences, allowing viewers to engage with the contents remotely. This study thus explored how tourists experience interpretation through online videos and examined its impact on satisfaction. It is found that viewers can have emotional, cognitive, relational, and behavioral experiences by watching video interpretation. Emotional, relational, and behavioral experience elements have positive effects on satisfaction. For example, video interpretation can create a relational experience for viewers to feel more connected with attractions. The level of prior knowledge of place-based interpretation is found to moderate relationships between video experience and satisfaction. The study provides practical implications for ecotourism destination marketing.