Paper Type
Short
Paper Number
PACIS2025-1864
Description
In recent years, the rise of Short Video Platforms has provided an opportunity for the promotion of rural tourism. Although the research on rural tourism has gradually increased, there is still a lack of understanding of the impact of narrative elements design on rural tourism short video engagement. To fill this gap, this paper focuses on the imagination difficulty brought by the rural scene novelty, and explored the main effect and moderating role of three narrative elements (character, emotion, plot) based on narrative transportation theory. Two studies are designed to validate the proposed research model. Study 1 explores the impact of short video narrative elements on user short video engagement through a multivariate linear regression model. Study 2 explores the impact of imagination difficulty on the narrative of short videos through natural experiments and questionnaires. The expected theoretical and practical contributions are discussed.
Recommended Citation
Wang, Nan; Kuang, Xiao; Zhang, Hao; Peng, Yuxing; and Chen, Gong, "The Narrative Element Design for Rural Tourism Short Video Engagement: From the Perspective of Imagination Difficulty" (2025). PACIS 2025 Proceedings. 14.
https://aisel.aisnet.org/pacis2025/general_topic/general_topic/14
The Narrative Element Design for Rural Tourism Short Video Engagement: From the Perspective of Imagination Difficulty
In recent years, the rise of Short Video Platforms has provided an opportunity for the promotion of rural tourism. Although the research on rural tourism has gradually increased, there is still a lack of understanding of the impact of narrative elements design on rural tourism short video engagement. To fill this gap, this paper focuses on the imagination difficulty brought by the rural scene novelty, and explored the main effect and moderating role of three narrative elements (character, emotion, plot) based on narrative transportation theory. Two studies are designed to validate the proposed research model. Study 1 explores the impact of short video narrative elements on user short video engagement through a multivariate linear regression model. Study 2 explores the impact of imagination difficulty on the narrative of short videos through natural experiments and questionnaires. The expected theoretical and practical contributions are discussed.
Comments
General