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Show Me All or Nothing: When and Why Human Presence in Nature Destination Marketing Videos Backfires

Yuxuan Wang et al.

Journal of Travel Research2026https://doi.org/10.1177/00472875251415384article
AJG 4ABDC A*
Weight
0.50

What the paper says

Drawing on Gestalt theory and processing fluency theory, this study empirically tests and theoretically explains how visual and vocal human presence impact viewer engagement in nature destination marketing videos. Results from one field study and one controlled experiment show that single-modal human presence (face or voice) in nature destination marketing videos negatively impacts viewers’ engagement. However, the negative effects are attenuated when human faces and voices are presented together, enhancing processing fluency. This study advances the tourism marketing literature by highlighting the theoretical importance of the interdependencies between visual and vocal human presence and providing empirical evidence of their interaction effects. Practically, findings offer actionable insights for destination marketers to optimize multimodal human presence in destination marketing videos.

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Cite this paper

https://doi.org/https://doi.org/10.1177/00472875251415384

Or copy a formatted citation

@article{yuxuan2026,
  title        = {{Show Me All or Nothing: When and Why Human Presence in Nature Destination Marketing Videos Backfires}},
  author       = {Yuxuan Wang et al.},
  journal      = {Journal of Travel Research},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/00472875251415384},
}

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Show Me All or Nothing: When and Why Human Presence in Nature Destination Marketing Videos Backfires

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.