Creating effective visuals for destination marketing videos: Scenery vs people

By drawing from imagery and consumer choice theories, we examine how visuals of faces social groups can foster behavioural intention emotional effects in the case nature tourism video marketing. We implemented an experimental study by creating three different videos with altering levels human presence. Data were analysed using linear regression partial least-squares path analysis methods. Unlike prior research had suggested, content fewer direct beings was found to be more entertaining. Thus, scenery performed better than people as our destination marketing case. The no effect on consumers’ or emotions, even if they did arouse feelings Behavioural mainly associated entertainment value, while presence only a minor effect. Gender, nationality outdoor activity also affected media videos, showing them complex context-dependent phenomena.