Social media short videos represent a powerful tool for tourism destination promotion. However, little research has investigated their effect on tourist travel intentions. Drawing on the construal level theory and the elaboration likelihood model, this study investigates the interactive effects between visual and verbal framing of promotional tourism short video on travel intention through two scenario-based experiments. Study 1 examined the interaction effect between visual perspective and visual content. The results indicated that the match between first-person (versus third-person) perspective and activity-centric (versus site-centric) content fosters higher travel intention through enhancing imagery fluency. Study 2 further examined the moderating role of narration message appeal and revealed that first-person perspective with activity-centric content leads to higher travel intention when paired with rational (versus emotional) narration messages, with affect intensity playing a significant mediating role. These findings contribute to knowledge on short video marketing and provide valuable insights for tourism marketers.

社交媒体短视频是旅游目的地推广的有力工具。然而，很少有研究调查它们对游客旅行意向的影响。借鉴解释水平理论和阐述似然模型，本研究通过两个基于场景的实验研究了宣传旅游短视频的视觉和语言框架之间的交互作用对旅行意图的影响。研究 1 检查了视觉视角和视觉内容之间的交互作用。结果表明，第一人称（与第三人称）视角和以活动为中心（与以网站为中心的）内容通过增强图像的流畅性来培养更高的旅行意愿。研究 2 进一步检验了叙述信息吸引力的调节作用，并揭示了以活动为中心的内容的第一人称视角在与理性（相对于情感）叙述信息配对时会导致更高的旅行意愿，情感强度起着重要的中介作用。这些发现有助于了解短视频营销，并为旅游营销人员提供有价值的见解。