Explorando Destinos em Segundos: O Impacto dos Vídeos Curtos de Travel Influencers na Intenção de Viagem

Francisco Mateus da Silva Cruz; Edilania Miranda Conrado; Bruno Queiroz da Silva; Rafael Fernandes Teixeira; Felipe Gerhard

doi:10.5020/2318-0722.2025.31.e16007

Authors

Francisco Mateus da Silva Cruz State University of Ceará, Fortaleza, Ceará, Brazil https://orcid.org/0000-0003-2834-0632
Edilania Miranda Conrado State University of Ceará, Fortaleza, Ceará, Brazil https://orcid.org/0009-0006-6117-919X
Bruno Queiroz da Silva State University of Ceará, Fortaleza, Ceará, Brazil https://orcid.org/0000-0001-5645-8035
Rafael Fernandes Teixeira State University of Ceará, Fortaleza, Ceará, Brazil https://orcid.org/0009-0003-1270-1621
Felipe Gerhard State University of Ceará, Fortaleza, Ceará, Brazil https://orcid.org/0000-0002-1117-5960

DOI:

https://doi.org/10.5020/2318-0722.2025.31.e16007

Keywords:

travel influencers, travel intention, tourism marketing, TikTok, short videos

Abstract

This research investigates the impact of short video duration and the presence of influencers on travel intention, analyzing how these factors affect consumers' perceptions and their willingness to travel. An online experiment was conducted with 205 participants, using a 2x2 factorial design to evaluate the influence of video duration (30 seconds vs. 1 minute) and influencer presence (absence vs. presence). Participants were exposed to real videos from the TikTok platform. This study fills a gap in the literature by exploring how different video durations and influencer presence affect travel intention, contributing to the understanding of consumer behavior in the context of digital marketing and tourism. The results revealed that 1-minute videos, especially without influencers, generated higher travel intention, whereas 30-second videos, even with influencers, did not achieve the expected effect. Openness to new experiences was also identified as an influential factor. The study provides important insights into the influence of short video duration and content on travel intention, contributing to a better understanding of consumer behavior in the digital environment and to the improvement of marketing strategies aimed at the tourism sector. The findings have significant practical implications for travel agencies, digital influencers, and tourism marketing professionals, who can optimize their content and engagement strategies on social media.

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Author Biographies

Francisco Mateus da Silva Cruz, State University of Ceará, Fortaleza, Ceará, Brazil

Master’s student in the Graduate Program in Administration at the State University of Ceará (PPGA/UECE). Bachelor’s degree in Business Administration from the same institution.

Edilania Miranda Conrado, State University of Ceará, Fortaleza, Ceará, Brazil

Master’s student in the Graduate Program in Business Administration (PPGA) at the State University of Ceará (UECE). Bachelor’s degree in Management Processes (ou Technology degree in Management Processes).

Bruno Queiroz da Silva, State University of Ceará, Fortaleza, Ceará, Brazil

Master’s student in the Graduate Program in Business Administration (PPGA) at the State University of Ceará (UECE). Bachelor’s degree in Hospitality Management from the Federal Institute of Ceará (2013), MBA in Business Management.

Rafael Fernandes Teixeira, State University of Ceará, Fortaleza, Ceará, Brazil

Master’s student in the Graduate Program in Business Administration (PPGA) at the State University of Ceará (UECE). Bachelor’s degree in Tourism Management from the Federal Institute of Ceará (IFCE) and in Business Administration from the Federal University of Ceará (UFC).

Felipe Gerhard, State University of Ceará, Fortaleza, Ceará, Brazil

Professor in the Graduate Program in Business Administration (PPGA) at the State University of Ceará (UECE). Holds a Bachelor’s, Master’s, and PhD in Business Administration from the State University of Ceará.

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