Does repetition help? Impact of destination promotion videos on perceived destination image and intention-to-visit change

As a dearth of research on the examination of projected image in destination promotion videos (DPVs) is recognized and the question of how DPVs influence viewers’ destination image change is unresolved, this study (1) examines the projected image of Macau based on the video content analysis of their latest DPV (entitled “Experience Macao Your Own Style”); and (2) investigates the impact of viewing a DPV on viewers’ perceived destination image and intention-to-visit change. The efficacy of repetition in influencing change in DPV viewers’ image of the destination is highlighted. Findings from the experiment also indicate that the content of DPVs and repeating certain shots are effective in positively enhancing travelers’ perceived destination image as well as triggering potential travelers’ interest in further researching and visiting the destination.