Exploring word-of-mouth: The Impact of Social Interaction, Attitudes and Video Ad Design in Tourist Behaviour


  • Sara Santos Cised https://orcid.org/0000-0002-3581-6478
  • Maria Vasconcelos ESEV - Instituto Politécnico de Viseu, Viseu, Portugal
  • Sónia Ferreira Center for Studies in Education and Innovation, ESEV - Instituto Politécnico de Viseu, Viseu, Portugal
  • Luísa Augusto Research Centre in Digital Services (CISeD) – Instituto Politécnico de Viseu, Viseu, Portugal
  • Pedro Espírito Santo Centre of Applied Research in Management and Economics (CARME) , Instituto Politécnico de Leiria, Portugal


attitude towards the region, advertising design, social interaction, word-of-mouth, tourism promotional videos


Internet travel advertising shapes and influences consumer behaviour and purchase decisions. The quality and form of the messages conveyed through these advertisements directly impact customer purchasing intent. Considering the information-intensive nature of the tourism industry and the growing significance of online platforms in destination marketing, web-based advertising has emerged as a popular method for promoting travel products to consumers. The initial perception of the destination showcased in the ad, and its presentation can substantially influence social interactions and ultimately affect how information about it is shared among acquaintances, both online and offline. By creating persuasive and captivating ads, marketers have the power to influence consumer behaviour profoundly and arouse their interest in various destinations. Therefore, this study focuses on the interactions between attitude towards the region, advertising design, and social interaction and how these can affect word-of-mouth behaviours in tourism promotional videos. The study collects 906 responses and examines the data using a structural equation model. For this purpose, a quantitative methodology using the SMART-PLS program was used. This study's findings highlight the importance of social interaction in spreading word-of-mouth, emphasising the crucial role of captivating visual design in creating positive associations with the brand. In addition, the mediating role of social interaction has also proved essential in the influence of visual design in ads on the spread of word-of-mouth among video viewers. These results are essential for marketing professionals, providing indispensable guidelines for creating persuasive and impactful content in tourism promotion videos.