Impact of Destination Promotion Videos on Perceived Destination Image and Booking Intention Change

Destination promotion videos (DPVs) are increasingly being used for online marketing and seen by travellers during the information search process. Yet, scholarly attention to DPVs is scarce and the research question of “how do DPVs influence viewers’ destination image change?” is unresolved. To fill these voids, this study (1) examines the projected image of Macau based on the video content analysis of their latest DPV; and (2) investigates the impact of viewing a DPV on viewers’ perceived destination image and on their behavioural intention to visit Macau. The efficacy of repeating—a framing method introduced by Entman (1991)—in influencing change in the DPV viewers’ image of the destination is highlighted. Findings from the experiment indicate that the content of DPVs and repeating certain shots are effective in positively enhancing travellers’ perceived destination image as well as triggering potential travellers’ interest in further researching and visiting the destination.