The Impact of Short Video Marketing on Hotel Consumers’ Reservation Intention: Empirical Evidence from the Chinese Market

Abstract

This study examines how short video marketing influences hotel consumers’ reservation intention in China. Although platforms such as Douyin, Xiaohongshu, and WeChat Video Channel play an important role in hospitality promotion, the psychological processes through which short video narratives shape booking intention remain underexplored. Grounded in the Stimulus–Organism–Response framework, the study investigates the effects of narrative structure on narrative transportation; the effects of narrative transportation on flow experience and sense of presence, the effects of flow experience and sense of presence on perceived value; and the effect of perceived value on reservation intention. Data were collected via an online questionnaire from 153 respondents who had recently been exposed to hotel-related short videos and analyzed using SPSS and Partial Least Squares Structural Equation Modeling. The results showed satisfactory reliability and validity of the measurement model, while the structural model confirmed that all six hypothesized relationships were positive and significant. Perceived value emerged as the strongest predictor of reservation intention. The findings extend the application of the Stimulus–Organism–Response framework to short video hospitality marketing and demonstrate that immersive storytelling can turn promotional content into experiential value creation. In practical terms, the study offers useful guidance for hotel marketers on designing coherent, emotionally engaging short videos that enhance consumer engagement and booking conversion.