The Influence of short videos in the digital marketing of tourist destinations

Authors

DOI:

https://doi.org/10.29149/mtr.v10i1.8777

Keywords:

short videos, digital marketing, digital influencers, social media, tourist perception

Abstract

The role of short videos in the digital marketing of tourist destinations has become increasingly prominent, especially in the social media era, dominated by platforms such as TikTok, Douyin, and Instagram Reels. This study analyzes the strategic impact of using short videos in promoting tourist destinations, detailing how these visual contents shape and refine the image of these places. Through a qualitative, exploratory approach including a literature review sourced from the Scopus database, this study examines 32 scientific papers and employs content analysis using the IRaMuTeQ software to identify relevant categories through similarity analysis of keywords related to short videos, marketing, and tourist destinations. The results highlight how short videos effectively promote tourist destinations, increasing visibility and influencing potential tourists’ decisions. The research demonstrates that short videos provide a quick and compelling overview of destinations, enhanced by the presence of digital influencers who increase credibility and reach. Furthermore, the analysis suggests that short videos encourage tourists to visit destinations by showcasing authentic and captivating experiences, contributing to a positive perception of the destination. This study contributes to both management and academic practices by providing guidelines for creating attractive visual content and optimizing digital marketing strategies in the tourism sector. The results emphasize the need to adopt short videos as a strategic tool in promoting tourist destinations, highlighting their potential to transform how destinations are perceived and chosen by tourists.

Author Biographies

Leylane Meneses Martins, Universidade Federal do Rio Grande do Norte

PhD student in Tourism in the Postgraduate Program in Tourism at the Federal University of Rio Grande do Norte (PPGTUR-UFRN); Master in Tourism from the Professional Master's Postgraduate Program in Tourism at the Federal Institute of Sergipe - IFS (2019) in the research line Tourism Destination Management: Systems, Processes and Innovation (DTPI). Specialist in Strategic HR Management: Evolution and Trends from Faculdade Estácio de Sergipe (2011); Graduated in Tourism from the Faculty of Sergipe - FaSe (2008) and Graduated in Administration from Universidade Tiradentes - UNIT (2018). Professional experience in the hotel sector, consultancy and assistance for social and corporate events and teaching at a professional technical level in the areas of Hospitality, Events, Tourism, Marketing and Human Resources and higher education. Research areas: Administration, People Management, Planning and Management, Cluster, Cultural and Religious Tourism, Tourism and Technology, Tourism and Marketing, Education and Professional Training.

Joyce Soares da Silva, Federal University of Pernambuco

Bachelor’s in Business Administration from Autarquia Educacional do Belo Jardim (AEB/PE). Master's student in Business Administration, focusing on Management, Innovation, and Consumption at Universidade Federal de Pernambuco (UFPE).

Carla Santos Borba , Federal University of Pernambuco

PhD in Anthropology (UFPE). Postdoctoral studies in Creative Entrepreneurship at International Hoger Onderwijs Breda, NHTV (Netherlands). Faculty member in the Postgraduate Program in Hospitality and Tourism (PPHTUR/UFPE).

Julio Cesar Ferro de Guimarães, Federal University of Pernambuco

PhD in Business Administration (PUC/UCS). Coordinator of the Bachelor’s in Business Administration at Universidade Federal de Pernambuco (UFPE). Faculty member in the Postgraduate Program in Hospitality and Tourism (PPHTUR/UFPE).

Luiz Mendes Filho, Federal University of Rio Grande do Norte

PhD in Business Administration from Auckland University of Technology. Postdoctoral studies in Tourism at Bournemouth University (UK). Associate Professor in the Department of Tourism at UFRN and permanent faculty member in the Postgraduate Program in Tourism (PPGTUR/UFRN).

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Published

2025-05-05

How to Cite

Meneses Martins, L., Soares da Silva, J., Santos Borba , C., Ferro de Guimarães, J. C., & Mendes Filho, L. (2025). The Influence of short videos in the digital marketing of tourist destinations. Marketing & Tourism Review, 10(1). https://doi.org/10.29149/mtr.v10i1.8777

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Vol. 10 No. 1 (2025): v. 10. n. 1, 2025 - Fluxo contínuo

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Copyright (c) 2025 Leylane Meneses Martins, Joyce Soares da Silva, Carla Santos Borba , Julio Cesar Ferro de Guimarães, Luiz Mendes Filho

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