arbiter
JournalsAccount

Slow or Fast? The Video Motion Design in Destination Marketing

Huiling Huang et al.

Journal of Hospitality and Tourism Research2026https://doi.org/10.1177/10963480251415553article
AJG 2ABDC A
Weight
0.37

Abstract

Videos are an effective tool for destination marketing. Despite being an essential technical feature, when and how video motion influences destination advertising effectiveness remains unclear. This research employs a mixed-method approach to investigate how video motion type (slow vs. fast) influences destination advertising effectiveness, while considering the destination type (nature-based vs. urban). Survey results illuminate a lay belief that nature-based (urban) destinations are associated with a slow (fast) pace, subsequently shaping consumer responses toward slow- versus fast-motion videos. Specifically, insights from a semi-structured interview, three online experiments, and a field study in a social media platform with 33,080 video plays reveal that slow motion is better suited for nature-based destinations, whereas fast motion is more effective for urban destinations. Perceived fit is identified as the mechanism driving such congruity effects.

1 citation

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1177/10963480251415553

Or copy a formatted citation

@article{huiling2026,
  title        = {{Slow or Fast? The Video Motion Design in Destination Marketing}},
  author       = {Huiling Huang et al.},
  journal      = {Journal of Hospitality and Tourism Research},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/10963480251415553},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Slow or Fast? The Video Motion Design in Destination Marketing

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.37

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

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
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.