Abstract
Underpinned by Media Richness Theory and the Elaboration Likelihood Model, this study examines the impacts of the content features (i.e., informativeness and visual variation) of pro-environmental tourism videos on viewers’ in-consumption engagement. Pro-environmental tourism videos were analyzed at the scene level using advanced video analytics. The findings of this study show that there are inverted U-shape effects of pro-environmental tourism video informativeness and visual variation on viewers’ in-consumption engagement. This study advances the sustainable tourism literature by providing theoretical explanations on how and why pro-environmental tourism video content features influence communication effectiveness through the lens of in-consumption engagement. This study provides practical implications for content creators on how to design effective pro-environmental videos in tourism by highlighting the balance of informativeness and visual variations.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
