The Effect of Video Marketing on Brand Trust and Purchase Intention among Customers of Tourism Service Agencies (Case Study: Shiraz City)

Document Type : Research Article (Applied - Development)

Authors

1 Assistant Professor of Tourism and Hospitality Management Department, Shiraz University, Shiraz, , Iran

2 Master of Tourism Management-Marketing, Shiraz University, Shiraz, Iran

3 Assistant Professor of Tourism and Hospitality Management Department, Shiraz University, Shiraz, Iran

10.22103/jusg.2025.2158

Abstract

Introduction: Video marketing is a tool to strengthen online services in business, particularly in the tourism sector. By employing this marketing strategy, tourism service agencies can attract more visitors to tourism sites while enhancing trust and purchase intention among customers. Considering the importance of customer trust and purchase intention, this study was conducted to investigate the effect of video marketing on brand trust and purchase intention among customers of tourism service agencies.
Data and Method: The present study examined the effect of video marketing by travel and tourism agencies in Shiraz, Iran, on brand trust and purchase intention among customers using a descriptive-analytical approach. The conceptual model of the research was designed based on theoretical foundations and existing literature. Data related to research indicators (informative, entertaining, and persuasive dimensions), brand trust, and purchase intention were collected through a questionnaire. The statistical population comprised all domestic tourists who made purchases from Shiraz tourism agencies in 2023. The sample size was determined as 384 individuals using Cochran’s formula. Data analysis was conducted via SPSS and Smart PLS software.
Results: The findings revealed positive effects on video marketing value from both the informative factor, with a path coefficient of 0.18, and the persuasive factor, with a path coefficient of 0.14 (p<0.05). However, the entertaining effect of video on the value of video marketing was not confirmed (path coefficient = 0.07, p>0.05). Moreover, video marketing demonstrated a positive effect on brand trust (path coefficient = 0.16, p<0.05) and purchase intention (path coefficient = 0.15, p<0.05). Finally, brand trust positively influenced purchase intention, with a path coefficient of 0.13 (p<0.05). 
Conclusion: Video marketing is an effective tool for influencing purchase intention and increasing tourist trust. Through careful planning, clear and engaging content, and the use of appropriate videos, tourism businesses can enhance their success in attracting and retaining customers.

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Main Subjects

References

منابع:
بابایی، فرهاد؛ زارعی، عظیم اله (1393) بررسی تأثیر بازاریابی ویدیویی بر قصد خرید مصرف کنندگان (مورد مطالعه: ویدیو‌های تبلیغاتی در صنعت بیمه). پایان نامه کارشناسی ارشد. دانشگاه سمنان.
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Journal of Urban Social Geography
Volume 12, Issue 2 - Serial Number 27
September 2025
Pages 37-50

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History

  • Receive Date: 22 January 2025
  • Revise Date: 02 May 2025
  • Accept Date: 09 August 2025

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