The influence of short videos on social media on tourism decision-making
a marketing engineering approach among young university students in Mexico
Short videos, ranging in length from 15 seconds to 3 minutes, have become an effective tool for promoting goods and services, especially in the tourism sector. Their impact lies in their visual appeal and rapid consumption, allowing users to obtain immediate information about destinations, culture, and attractions.
Introduction: This article results from research on how short videos have become a key source for travel decision-making, especially when shared by influencers and frequent travelers on social platforms. The study was conducted at the Universidad Michoacana de San Nicolás de Hidalgo in Morelia, Mexico, in 2024.
Methodology: The study employed a mixed-methods approach with an exploratory and descriptive scope and a cross-sectional design. A literature review was conducted, and a 28-item instrument was developed to assess four dimensions: use, trust, impact, and influencers.
Conclusions: The results reveal that young audiences turn to short videos to explore options before traveling, being primarily influenced by content creators on TikTok and Instagram.
Originality and Limitations: This research contributes to understanding the role of short videos in tourism, highlighting their impact on travel decisions and preferences. However, it focuses on a specific context and time frame, so future studies could consider other contexts and longitudinal analyses.
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