Narrative-Driven Short Video Marketing and Hotel Consumers' Reservation Intention in the Chinese Market: A Conceptual Framework

The rapid rise of short video platforms has reshaped hospitality marketing, especially in the Chinese market, where Douyin, Xiaohongshu, and WeChat Video Channel influence consumer engagement and booking-related decisions. This conceptual paper synthesizes the study into a Stimulus-Organism-Response framework in which narrative structure operates as the stimulus, narrative transportation, flow experience, and sense of presence operate as organism states, perceived value and reservation intention operate as responses. The paper argues that the effectiveness of hotel short-video marketing depends on narrative coherence, emotional appeal, and immersive capacity rather than on mere promotional exposure. It develops six conceptual relationships: narrative structure enhances narrative transportation; transportation strengthens flow experience and sense of presence; flow experience and sense of presence elevate perceived value; and perceived value shapes reservation intention. The paper also positions these mechanisms within the Chinese digital ecosystem, where emotional engagement, cultural proximity, and relational meanings influence how hospitality content is interpreted. Its conceptual contribution lies in reframing short video marketing as experiential value creation rather than routine digital promotion. Its practical contribution lies in demonstrating why hotel marketers should priorities coherent storytelling, culturally adaptive platform strategies, and collaborative narrative ecosystems that involve hotels, travel agencies, key opinion leaders, and users.

Short-video marketing, narrative structure, narrative transportation, flow experience

1. Bouteraa, M., Al-Daihani, M., Chekima, B., Ansar, R., Tamma, E., Lada, S., Baddou, A., Elkheloufi, A., & Ming Fook, L. (2023). A Multi-Analytical Approach to Investigate the Motivations of Sustainable Green Technology in the Banking Industry. International Journal of Social Ecology and Sustainable Development, 15(1), 1–32. [Google Scholar] [Crossref]

2. Bouteraa, M., Tamma, E., Aichouche, M. E. H., Achour, S., Lada, S., Ansar, R., Fook, L. M., & Chekima, B. (2023). International Joint Ventures’ Knowledge Acquisition: Critical Literature Review. Sustainability, 15(8), 6364. [Google Scholar] [Crossref]

3. Cao, X., et al. (2021). "How the destination short video affects the customers' attitude: The role of narrative transportation." Journal of Retailing and Consumer Services 62: 102672. [Google Scholar] [Crossref]

4. Chekima, F. Z., & Chekima, B. (2019). Celebrity Credibility Influence on Cosmetic Product Purchase Intention. Exploring the Dynamics of Consumerism in Developing Nations, 153–175. https://doi.org/10.4018/978-1-5225-7906-9.ch007 [Google Scholar] [Crossref]

5. Chekima, B., Bouteraa, M., Ansar, R., Lada, S., Fook, L. M., Tamma, E., Abdul Adis, A.-A., & Chekima, K. (2023). Determinants of Organic Food Consumption in Narrowing the Green Gap. Sustainability, 15(11), 8554. https://doi.org/10.3390/su15118554 [Google Scholar] [Crossref]

6. Chen, H., et al. (2023). "Impact of short video marketing on tourist destination perception in the post-pandemic era." Sustainability 15(13): 10220. [Google Scholar] [Crossref]

7. Chen, Y. F., & Peng, S. S. 2021. The influence of short-form video marketing on hotel booking intentions. Journal of Hospitality and Tourism Research, 45(2), 365–385. [Google Scholar] [Crossref]

8. Chong, S. E., et al. (2024). "From screen to scene: Exploring factors influencing flow state and actual destination visitation tendencies in short travel videos." Tourism Management 100:2400183. [Google Scholar] [Crossref]

9. Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. Harper & Row. [Google Scholar] [Crossref]

10. Ding, H.-M. and K.-P. Hung (2021). "The antecedents of visitors' flow experience and its influence on memory and behavioral intentions in the music festival context." Journal of Destination Marketing & Management 19: 100551. [Google Scholar] [Crossref]

11. Febrilia, I., Rahmi , R., Lada, S., & Chekima, B. (2024). Online Impulse Buying: Investigating the Role of E-Commerce Attributes, Customer Motivation, and Urge to Buy Impulsively. The Journal of Behavioral Science, 19(1), 95–108. https://so06.tci-thaijo.org/index.php/IJBS/article/view/266699 [Google Scholar] [Crossref]

12. Gan, J., et al. (2023). "Short video marketing and travel intentions: The interplay between visual perspective, visual content, and narration appeal." Tourism Management 99: 104795. [Google Scholar] [Crossref]

13. Green, M. C. and M. Appel (2024). "Narrative transportation: How stories shape how we see ourselves and the world." Advances in experimental social psychology 70(1). [Google Scholar] [Crossref]

14. Green, M. C. and T. C. Brock (2000). "The role of transportation in the persuasiveness of public narratives." Journal of Personality and Social Psychology 79(5): 701-721. [Google Scholar] [Crossref]

15. Guo, X., et al. (2025). "The impact mechanism of tourism short video content marketing on users' travel behavioral intention." Humanities and Social Sciences Communications 12(1):110. [Google Scholar] [Crossref]

16. He, J., et al. (2023). "Study on the influence of short video on tourism behavior intention." STEMM Press Conference Proceedings. [Google Scholar] [Crossref]

17. He, X. (2024). "Factors Influencing Information Adoption in Hotel Reservation Decisions of Chinese Consumers: An Analysis of Information Quality, Credibility, Needs, and Attitudes." Profesional de la información 33(3). [Google Scholar] [Crossref]

18. Jiang, S., et al. (2024). "What Influences Users' Continuous Behavioral Intention in Cultural Heritage Virtual Tourism: Integrating Experience Economy Theory and Stimulus Organism Response (SOR) Model." Sustainability 16(23): 10231. [Google Scholar] [Crossref]

19. Jiang, Y., et al. (2023). Connecting the dots between customer-perceived value of travel vlogs and Generation Z travel intention: The mediating role of online customer engagement. [Google Scholar] [Crossref]

20. Kim, J., & Kim, M. (2020). Short video marketing and its impact on consumer engagement: Evidence from the hospitality industry. Journal of Hospitality Marketing & Management, 29(7), 785–803. [Google Scholar] [Crossref]

21. Kim, T. and F. Biocca (1997). "Telepresence via television: Two dimensions of telepresence may have different connections to memory and persuasion." Journal of Computer-Mediated Communication 3(2): 324. [Google Scholar] [Crossref]

22. Lada S, Chekima B, Ansar R, Lim MF, Bouteraa M, Abdul Adis A, Abd Karim MR, Yong K (2024). Strategic alternatives for Muslim-friendly homestay in Sabah Malaysia: a SWOT/TOWS analysis. Journal of Islamic Marketing, Vol. 15 No. 6 pp. 1534–1559. [Google Scholar] [Crossref]

23. Li, X., Lim, M.-F., Ramlee, A. N. A., & Chekima, B. (2024). Brand Authenticity: A 21-Year Bibliometric Review and Future Outlook. Sage Open, 14(3). [Google Scholar] [Crossref]

24. Li, L., Xiaobing, L., & Chekima, B. (2024). Assessing the growth and spatial-temporal evolution of China’s digital economy. Asian Development Policy Review, 13(1), 12–24. https://doi.org/10.55493/5008.v13i1.5219 [Google Scholar] [Crossref]

25. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press. [Google Scholar] [Crossref]

26. Pang, Y., et al. (2022). "Influence of cultural background on tourist flow process and outcomes: an empirical study with Chinese-speaking tourists in Japan." Consumer Behavior in Tourism and Hospitality 17(4): 530-543. [Google Scholar] [Crossref]

27. Polat, E., et al. (2023). "Unpacking the power of user-generated videos in hospitality and tourism: A systematic literature review and future direction." Journal of Hospitality & Tourism Research. [Google Scholar] [Crossref]

28. Santos, S., et al. (2025). "Center of Portugal Tourism: Effects of Video Advertisements on [Google Scholar] [Crossref]

29. Positive Emotions and Narrative Transportation." International Journal of Marketing Communication and New Media 12(1): 95-107. [Google Scholar] [Crossref]

30. Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73–93. [Google Scholar] [Crossref]

31. Tang, Y., et al. (2023). "Uncertainty in the platform market: The information asymmetry perspective." Computers in Human Behavior 148: 107918. [Google Scholar] [Crossref]

32. Tsai, L. L. (2022). "Factors that influence virtual tourism holistic image: The moderating role of sense of presence." Sustainability. [Google Scholar] [Crossref]

33. Tussyadiah, I. P., et al. (2018). "Virtual reality, presence, and attitude change: Empirical evidence from tourism." Tourism Management 66: 140-154. [Google Scholar] [Crossref]

34. Van Laer, T., et al. (2014). "The extended transportation-imagery model: A meta-analysis of the antecedents and consequences of consumers' narrative transportation." Journal of Consumer research 40(5): 797-817. [Google Scholar] [Crossref]

35. Wang, X., et al. (2023). "Narrative or non-narrative? The effects of short video content structure on mental simulation and resort brand attitude." Journal of Hospitality Marketing & Management 32(5): 593-614. [Google Scholar] [Crossref]

36. Wu, X. and I. K. W. Lai (2024). "How the creativity and authenticity of destination short videos influence audiences' attitudes toward videos and destinations: the mediating role of emotions and the moderating role of parasocial interaction with Internet celebrities." Current Issues in Tourism 27(15): 2428-2447. [Google Scholar] [Crossref]

37. Xiang, Z. and U. Gretzel (2010). "Role of social media in online travel information search." Tourism Management 31(2): 179-188. [Google Scholar] [Crossref]

38. Xiang, Z., Magnini, V. P., & Fesenmaier, D. R. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services, 22, 244–249. [Google Scholar] [Crossref]

39. Yamagishi, K., et al. (2024). "User-generated content on Gen Z tourist visit intention: a stimulus-organism-response approach." Journal of Hospitality and Tourism Insights 7(4): 1949-1973. [Google Scholar] [Crossref]

40. Ying, T., et al. (2022). "Virtual reality in destination marketing: telepresence, social presence, and tourists' visit intentions." Journal of Travel Research. [Google Scholar] [Crossref]

41. Yong, K., Zainal, N. T. A., & Chekima, B. (2021). The Relationship between Entrepreneurial Competencies and Entrepreneurial Success Among Homestay Entrepreneurs in Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(6). [Google Scholar] [Crossref]

42. Zeithaml, V. A. (1988). "Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence." Journal of Marketing 52(3): 2-22. [Google Scholar] [Crossref]

43. Zhao, H., Wu, M., & Kou, G. (2021). "The impact of narrative transportation in short video marketing: A dual-path model." Journal of Business Research 133: 211-222. [Google Scholar] [Crossref]

• A Study on Utilisation on Vidiyal Payanam with Special Reference to Udumalpet
• Influence of Sales Promotional Strategies on Water Purifier Purchase: A Study
• Voluptatem exercitat
• Beatae voluptatum eanfjnjfnjnj
• Analysis of Marketing Strategies in Newbridge College During Covid-19 Pandemic