关键词: 目的地微电影; 情绪强度; 社会认同

Abstract:

With the development of mobile internet and social networking platforms, microfilm advertising has become an important marketing tool for many tourism destinations. However, in terms of marketing effects, there are very few destination microfilms that can attract enough attention and arouse consumers’ desire effectively. What kind of destination microfilms is more likely to be shared by viewers? This study is conducted to explore the intensity of positive emotions triggered by microfilms and the source of microfilms.

The results of Study 1 demonstrate that the intensity of positive emotions triggered by destination microfilms may significantly affect the willingness of viewers to share. The higher the positive emotions are, the greater the willingness to share. Study 2 and Study 3 show that, compared with videos of unknown places, videos related to hometown are more likely to be shared by viewers. At the same time, study 3 further confirms the influence of emotion intensity on the willingness of viewers to share. The findings of this paper enhance our understanding about the role of destination microfilms in viewers’ willingness to share. Furthermore, this study has practical implications for brand communication. For destination marketing organizations, our advice is that if they want to obtain a higher click through rate and widespread publicity, they should pay more attention to the interest and the psychological needs of potential tourism consumers than before so as to produce more interesting microfilms for the target audiences. At the same time, destination marketing organizations should strive to inspire and guide local residents’ nostalgic feelings for hometown, sharpen their awareness of the local tourism resources and arouse their enthusiasm for the dissemination of microfilms, thus greatly improving the communication of the destination tourism brand.

Keywords: destination microfilms; emotion intensity; social identity