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                <text>Purpose – Using the transportation theory, and the brand equity model, this study aims to examine how short&#13;
video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to&#13;
patronise. Further, the study tested the moderating role of real-world video between the brand equity&#13;
dimensions and intention to patronise.&#13;
Design/methodology/approach – A sequential explanatory mixed method is adopted for this study. An&#13;
empirical study was conducted in the first phase with 1,119 participants. In the second phase, the quantitative&#13;
results were used to develop a semi-structured interview guide for in-depth interviews with 9 respondents to&#13;
validate the quantitative outcomes. The structural equation modelling technique was utilised to analyse the&#13;
quantitative data, whereas content analysis was used for the qualitative data.&#13;
Findings – The results revealed that short video narratives lead to horti-awareness, image and value.&#13;
Additionally, horti-awareness, and value had a significant impact on intention to patronise horti-tourism&#13;
destinations. Another interesting observation is that the negative perceived quality might be as a result of the&#13;
short video emanating from a tourist perspective. Importantly, potential tourists perceived the real-world video&#13;
to be authentic, thus strengthening the relationship between the brand equity dimensions and intention to&#13;
patronise.&#13;
Practical implications – This research provided valuable insights for marketers/management and&#13;
stakeholders within the tourism and hospitality sector to achieve benefits derived from the findings of&#13;
the study.&#13;
Originality/value – To the best of the authors knowledge, this study is the first attempt to embed the theory&#13;
of transportation and the brand equity model in understanding horti-tourism destinations, which can rarely be&#13;
found in extant literature.&#13;
Keywords Short video narratives, Intention to patronise, Brand equity, Real-world video, Horti-tourism&#13;
Paper type Research paper&#13;
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