Emotion, Memory, and Intention A Quantitative Study Exploring the Impact of Nostalgic Short-Form Videos on Visit Intention
(2025) BUSN39 20251Department of Business Administration
- Abstract
- Purpose: The purpose of this paper is to examine the effects of nostalgic short-form video on visit intention, including the interaction of nostalgia to perceived self-continuity, attitude towards location, and previous travel experiences.
Methodology: The study uses an experimental design that compares individuals’ responses to nostalgic vs non-nostalgic short-form video. Multiple regression analysis is adopted in this study to investigate direct and moderation relationship between nostalgic short-form video and visit intention.
Findings: Results showed that nostalgic short-form video positively influences visit intention compared to non-nostalgic short-form video. Among the proposed moderators, previous travel experience had a... (More) - Purpose: The purpose of this paper is to examine the effects of nostalgic short-form video on visit intention, including the interaction of nostalgia to perceived self-continuity, attitude towards location, and previous travel experiences.
Methodology: The study uses an experimental design that compares individuals’ responses to nostalgic vs non-nostalgic short-form video. Multiple regression analysis is adopted in this study to investigate direct and moderation relationship between nostalgic short-form video and visit intention.
Findings: Results showed that nostalgic short-form video positively influences visit intention compared to non-nostalgic short-form video. Among the proposed moderators, previous travel experience had a significant moderating effect on the relationship between nostalgic short-form video and visit intention. However, perceived self-continuity and attitude towards location had no significant moderating effect.
Theoretical Contributions: This study contributes to the literature by extending understanding of how nostalgic short-form video content influences first-time visit intention in tourism. In addition, this study introduces moderators that integrate psychological and cognitive factors, highlighting areas that remain underexplored in current tourism and nostalgia marketing.
Managerial Implications: For Destination Marketing Organizations (DMOs), it is important to leverage nostalgic storytelling in short-form video format to increase visit intention that activates psychological motivation. To make nostalgia more effective, segmentation strategies should be applied based on an individual's perceived self-continuity. DMOs should consider designing nostalgic narratives around shared cultural memories or universal themes to simulate emotional familiarity and inspire first-time visitation.
Originality/Value: The study introduced the psychological factors as moderator influencing the relationship between nostalgic short-form video and visit intention. As this area has received little to no empirical findings in tourism research decisions, study findings expand the current theoretical insights
into nostalgia and tourism marketing. This topic also appears to be a promising area for future research on travel decisions.
Keywords: nostalgia marketing, perceived self-continuity, attitude towards location, previous travel experiences, short-form video. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9205146
- author
- Nawasasi, Regrestya LU and Truong, Linh Giang LU
- supervisor
- organization
- course
- BUSN39 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 9205146
- date added to LUP
- 2025-06-30 12:15:05
- date last changed
- 2025-06-30 12:15:05
@misc{9205146,
abstract = {{Purpose: The purpose of this paper is to examine the effects of nostalgic short-form video on visit intention, including the interaction of nostalgia to perceived self-continuity, attitude towards location, and previous travel experiences.
Methodology: The study uses an experimental design that compares individuals’ responses to nostalgic vs non-nostalgic short-form video. Multiple regression analysis is adopted in this study to investigate direct and moderation relationship between nostalgic short-form video and visit intention.
Findings: Results showed that nostalgic short-form video positively influences visit intention compared to non-nostalgic short-form video. Among the proposed moderators, previous travel experience had a significant moderating effect on the relationship between nostalgic short-form video and visit intention. However, perceived self-continuity and attitude towards location had no significant moderating effect.
Theoretical Contributions: This study contributes to the literature by extending understanding of how nostalgic short-form video content influences first-time visit intention in tourism. In addition, this study introduces moderators that integrate psychological and cognitive factors, highlighting areas that remain underexplored in current tourism and nostalgia marketing.
Managerial Implications: For Destination Marketing Organizations (DMOs), it is important to leverage nostalgic storytelling in short-form video format to increase visit intention that activates psychological motivation. To make nostalgia more effective, segmentation strategies should be applied based on an individual's perceived self-continuity. DMOs should consider designing nostalgic narratives around shared cultural memories or universal themes to simulate emotional familiarity and inspire first-time visitation.
Originality/Value: The study introduced the psychological factors as moderator influencing the relationship between nostalgic short-form video and visit intention. As this area has received little to no empirical findings in tourism research decisions, study findings expand the current theoretical insights
into nostalgia and tourism marketing. This topic also appears to be a promising area for future research on travel decisions.
Keywords: nostalgia marketing, perceived self-continuity, attitude towards location, previous travel experiences, short-form video.}},
author = {{Nawasasi, Regrestya and Truong, Linh Giang}},
language = {{eng}},
note = {{Student Paper}},
title = {{Emotion, Memory, and Intention A Quantitative Study Exploring the Impact of Nostalgic Short-Form Videos on Visit Intention}},
year = {{2025}},
}