ORIGINAL RESEARCH article
Front. Commun.
Sec. Advertising and Marketing Communication
How can one integrate the story of a narrator into a short travel video? Analyzing creative reasoning through the lens of narrative transmission theory
Provisionally accepted
- 1Beijing Technology and Business University, Beijing, China
- 2Chongqing Normal University, Chongqing, China
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Considering the widespread impact of short videos in the tourism sector, travel self-media ventures cultivate a unique narrative approach through these videos, providing preliminary "online travel" and guidance on travel patterns. This study uses the short video of renowned Bilibili travel blogger the video blogger as a case study, and through the lens of narrative transmission theory, enhancing the internal textural aspect of his short video's storytelling style. Utilizing textual data on video narration and titles derived from network data mining, this study examines how a blogger's short video is analyzed through NVIVO's four-tier procedural coding. These findings indicate that effective marketing of the "explosion" requires the inclusion of the blogger's host in the video, an engaging and enlightening cover and title, along with a unique narrative approach. The study suggests that to classify a destination marketing effect as "explosive," a short video needs to blend a blogger's style, cover, and title to create a sense of suspense and pragmatism, complemented by a unique storytelling approach.
Keywords: Narrative transmission, short travel videos, narrative mode, Tourism destination marketing, narrative approach
Received: 14 Nov 2025; Accepted: 30 Jan 2026.
Copyright: © 2026 Meng, Zhang and Zhu. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Jing Meng
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.