Dublin Core
Title
Short video narratives, brand equity dimensions and hortitourism patronage: does real-world video matter?
Creator
Robert Ebo Hinson
Description
Purpose – Using the transportation theory, and the brand equity model, this study aims to examine how short
video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to
patronise. Further, the study tested the moderating role of real-world video between the brand equity
dimensions and intention to patronise.
Design/methodology/approach – A sequential explanatory mixed method is adopted for this study. An
empirical study was conducted in the first phase with 1,119 participants. In the second phase, the quantitative
results were used to develop a semi-structured interview guide for in-depth interviews with 9 respondents to
validate the quantitative outcomes. The structural equation modelling technique was utilised to analyse the
quantitative data, whereas content analysis was used for the qualitative data.
Findings – The results revealed that short video narratives lead to horti-awareness, image and value.
Additionally, horti-awareness, and value had a significant impact on intention to patronise horti-tourism
destinations. Another interesting observation is that the negative perceived quality might be as a result of the
short video emanating from a tourist perspective. Importantly, potential tourists perceived the real-world video
to be authentic, thus strengthening the relationship between the brand equity dimensions and intention to
patronise.
Practical implications – This research provided valuable insights for marketers/management and
stakeholders within the tourism and hospitality sector to achieve benefits derived from the findings of
the study.
Originality/value – To the best of the authors knowledge, this study is the first attempt to embed the theory
of transportation and the brand equity model in understanding horti-tourism destinations, which can rarely be
found in extant literature.
Keywords Short video narratives, Intention to patronise, Brand equity, Real-world video, Horti-tourism
Paper type Research paper
video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to
patronise. Further, the study tested the moderating role of real-world video between the brand equity
dimensions and intention to patronise.
Design/methodology/approach – A sequential explanatory mixed method is adopted for this study. An
empirical study was conducted in the first phase with 1,119 participants. In the second phase, the quantitative
results were used to develop a semi-structured interview guide for in-depth interviews with 9 respondents to
validate the quantitative outcomes. The structural equation modelling technique was utilised to analyse the
quantitative data, whereas content analysis was used for the qualitative data.
Findings – The results revealed that short video narratives lead to horti-awareness, image and value.
Additionally, horti-awareness, and value had a significant impact on intention to patronise horti-tourism
destinations. Another interesting observation is that the negative perceived quality might be as a result of the
short video emanating from a tourist perspective. Importantly, potential tourists perceived the real-world video
to be authentic, thus strengthening the relationship between the brand equity dimensions and intention to
patronise.
Practical implications – This research provided valuable insights for marketers/management and
stakeholders within the tourism and hospitality sector to achieve benefits derived from the findings of
the study.
Originality/value – To the best of the authors knowledge, this study is the first attempt to embed the theory
of transportation and the brand equity model in understanding horti-tourism destinations, which can rarely be
found in extant literature.
Keywords Short video narratives, Intention to patronise, Brand equity, Real-world video, Horti-tourism
Paper type Research paper
Publisher
Emerald Publishing Limited
Date
2025
Source
https://www.emerald.com/insight/content/doi/10.1108/jhti-10-2023-0767/full/pdf?title=short-video-narratives-brand-equity-dimensions-and-horti-tourism-patronage-does-real-world-video-matter
Language
English