Examining the Attractiveness of Reels Travel Videos and Their Influence on Travel Inspiration

In today’s digital age, Instagram's Reels, exert substantial influence as the primary channel in the decision-making process of potential travelers. A conceptual framework integrating Reels travel videos’ features and inspiration theory was utilized to explore this phenomenon thoroughly. Employing Wang and Strong’s Information Quality framework, we examined content cues - relevancy, interestingness, and trendiness of Reels travel content, as well as non-content cues, including video editing design. Additionally, as an independent variable influencing the core attractiveness of Reels travel content, destination attractiveness, including destination reputation, novelty, and aesthetic value, was analyzed. The framework incorporates two-order constructs of inspiration theory: inspired-by and inspired-to. Findings from an online survey involving 383 young American Instagram users revealed that destination reputation, content novelty, and video editing design all have a significant influence on travel intentions via a two-order inspiration state. By appealing to the emotional and aspirational desires of viewers, Reels travel content becomes a powerful marketing tool. This study not only advances academic understanding but also offers valuable takeaways for marketers and content creators in order to enhance the potential travelers’ perceptions of destinations, and ultimately influence their travel choices by emphasizing the importance of recognizing and leveraging Reels travel videos’ attractiveness