INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
The Impact Mechanism of Tourism Promotional Videos on Customer  
Conversion from the Perspective of E-Commerce Politeness: A  
Critical Incident Technique Approach  
I-Ching Chen*, Li-Qian Quan  
School of Economics and Management, Zhaoqing University, 526060, Zhaoqing, China  
*Correspondence Author  
DOI : https://doi.org/10.51583/IJLTEMAS.2025.1411000059  
Received: 21 November 2025; Accepted: 28 November 2025; Published: 09 December 2025  
ABSTRACT  
With the rapid development of short video technologies and the intelligent evolution of tourism e-commerce  
platforms, promotional videos have become a critical medium for attracting customers and driving conversion.  
However, due to the experiential and emotional nature of tourism products, consumers are highly sensitive to  
the embedded cues of “e-commerce politeness” in video content. Missteps in tone, cultural representation, or  
perceived authenticity can trigger trust deficits and adversely affect purchase decisions. This study investigates  
the impact of e-commerce politeness in tourism promotional videos on customer conversion behavior. To achieve  
this goal, we adopted the Critical Incident Technique, a qualitative method well-suited for capturing specific and  
influential user experiences. Through an online survey, we collected 263 valid incidents, including 126 positive  
and 137 negative cases. These incidents were systematically categorized into five positive dimensions—  
emotional engagement, formal innovation, audiovisual expression, cultural core, and technology-driven  
design—and six negative dimensions—content authenticity, perceived experience, scene rationality, cultural  
representation, stylistic rendering, and production quality. Data analysis revealed that audiovisual expression  
was the most influential positive factor (23.81%), effectively stimulating travel intention. Conversely, content  
authenticity emerged as the most prominent negative factor (27.94%), underscoring the risk of expectation gaps.  
Inter-coder reliability scores (R = 0.923 for positive incidents; R = 0.874 for negative incidents) validated the  
robustness of the classification framework. This study contributes to the theoretical understanding of e-  
commerce politeness in digital tourism marketing and offers actionable insights for video content creators,  
destination marketers, and platform operators. By aligning video content with customer expectations and cultural  
sensitivities, tourism e-commerce stakeholders can enhance trust, improve conversion rates, and foster more  
meaningful customer engagement.  
Keywords: E-commerce Politeness; Promotional Video; Tourism E-commerce; Customer Conversion; Critical  
Incident Technique  
INTRODUCTION  
The exponential growth of short video technology, coupled with the digital empowerment of tourism e-  
commerce platforms, is reshaping the landscape of tourism marketing. Traditional promotional methods—such  
as brochures, posters, outdoor ads, television, and radio—are rapidly fading, while promotional videos have  
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emerged as the core content vehicle for attracting users and driving transactions in tourism e-commerce. This  
shift marks a new wave of digital outreach. In China, rising consumer awareness and favorable travel policies—  
such as expanded visa-free access and extended transit visa stays—have ushered in an unprecedented boom in  
the tourism market. Through short videos, customers can vividly experience the beauty and culture of  
destinations, sparking their desire to travel. This format not only enhances communication efficiency but also  
makes travel decision-making more intuitive and engaging. Moreover, empowered by big data analytics, tourism  
platforms can deliver highly personalized travel offerings, meet diverse customer needs and elevate the overall  
experience. However, the experiential and emotionally charged nature of tourism products makes customers  
especially sensitive to “e-commerce politeness” in promotional videos. Misused dialects, inappropriate titles,  
religious taboos, or overly beautified content that leads to expectation gaps can diminish purchase intent, erode  
brand trust, or even cause disappointment toward the destination itself. This “veto effect” underscores the critical  
role of politeness in digital tourism marketing.  
To address this, the present study adopts the Critical Incident Technique （CIT） to deconstruct key politeness-  
related moments in tourism promotional videos. It explores customers’ perceptions of e-commerce politeness,  
identifies key influencing factors, and provides actionable strategic recommendations for optimizing video  
content in tourism e-commerce.  
Figure 1. Strategic Interaction Cycle of Tourism E-commerce Promotional Videos  
LITERATURE REVIEW  
Tourism E-Commerce  
Tourism e-commerce refers to the application of e-commerce technologies within the tourism industry,  
leveraging advanced information systems to enhance both internal and external connectivity (Buhalis & Law,  
2008). This includes improving operational efficiency between tourism enterprises and their upstream and  
downstream partners, as well as streamlining tourism-related trade exchanges. As one of the earliest industries  
to adopt e-commerce, tourism began integrating computer reservation systems (CRS) into global distribution  
systems (GDS) as early as the 1970s, primarily for airline and hotel bookings. However, these systems were  
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designed for business-to-business (B2B) transactions, focusing on inventory management and distribution,  
without establishing direct interaction channels with end consumers (B2C). The widespread adoption of internet  
technologies and mobile devices marked a turning point, ushering in a golden era of tourism e-commerce. The  
core transformation during this phase was the shift toward direct business-to-consumer (B2C) connectivity,  
fundamentally changing how travelers access information, purchase products, and experience tourism (Mani &  
Lamçe, 2023). In recent years, emerging content formats such as short videos and livestreaming, along with  
technologies like virtual reality (VR), augmented reality (AR), and artificial intelligence (AI), have injected new  
vitality into tourism marketing, driving continuous innovation in promotional strategies (Geng et al., 2024).  
Against this backdrop, destination marketing videos—known for their multimodal storytelling, visual impact,  
and immersive previews—have become a critical source of information in travelers’ decision-making processes  
(Fong et al., 2017). While these videos are widely favored and effective in shaping positive perceptions of  
destinations, their influence is double-edged. On one hand, compelling scripts, visuals, and cinematography can  
significantly enhance destination appeal. On the other hand, excessive beautification, selective framing, distorted  
cultural representation, or omission of potential drawbacks may create a gap between customer expectations and  
actual experiences, leading to disappointment and damaging the destination’s reputation (Graça et al., 2022).  
E-Commerce Politeness  
Politeness is a fundamental norm in interpersonal interaction and plays a foundational role in building trust,  
enhancing service experiences, and maintaining customer relationships in commercial settings (Chen & Hu,  
2015; Naiditch, 2018; Apriyanti & Widyastuti, 2020). In traditional offline service encounters—such as in the  
hospitality industry—politeness strategies like timely response and proactive handling have been shown to  
effectively mitigate conflict and significantly improve customer satisfaction (Noorani, 2024). As consumption  
scenarios shift toward digital environments, the positive effects and value of politeness are no longer confined  
to face-to-face interactions. In digital and automated service interfaces, cultivating a sense of politeness has  
become a key dimension of customer experience (Chen & Lu, 2025). For example, logistics e-commerce  
platforms increasingly implement “e-commerce politeness” by optimizing language and process design to  
deliver more respectful and personalized service experiences. In this context, embedding abstract politeness  
strategies into the content of tourism promotional videos is not only an extension of service marketing theory  
into the realm of new media, but also a frontier application of big data and artificial intelligence in creative  
content design. Techniques such as customer preference mining and fine-grained sentiment analysis (Xiao et al.,  
2022) enable precise identification of emotional needs and cognitive preferences of target audiences. These  
insights can scientifically guide narrative structure and visual design, allowing for intelligent integration and  
optimization of e-commerce politeness—ultimately boosting conversion rates.  
Customer Conversion  
Customer conversion is a core metric for evaluating marketing effectiveness, referring to the process by which  
potential customers complete predefined actions such as purchases or registrations (Ashari et al., 2024). In e-  
commerce contexts, conversion rates are typically quantified as the proportion of website visitors who complete  
a purchase, directly impacting the profitability of commercial activities. Both academia and industry widely  
agree that improving conversion rates hinges on a customer-centric approach (Purnomo, 2023). Research in  
mobile marketing shows that prioritizing customer needs and experiences significantly enhances conversion  
behavior (Daoud et al., 2023). In recent years, social media content has emerged as a powerful driver of  
conversion—especially for tourism products. By integrating user-generated content (UGC) and influencer  
marketing, social platforms can effectively signal product popularity and quality, despite challenges in  
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controlling public sentiment. These signals help reduce perceived risk and stimulate purchase intent (Huang et  
al., 2019). As technology advances, personalized precision marketing powered by deep learning, artificial  
intelligence, and big data is becoming a new paradigm for boosting conversion rates (Reddy Pathe, 2024).  
RESEARCH METHODOLOGY  
Critical Incident Technique  
CIT was developed in the 1940s byAmerican psychologist John C. Flanagan as a systematic qualitative research  
method aimed at solving practical problems by collecting and analyzing “critical incidents” in human behavior.  
Its core principle lies in identifying observable behavioral episodes that have a clear impact on outcomes, thereby  
helping researchers uncover the underlying causes of those outcomes (Flanagan, 1954). Originally applied to  
analyze failure patterns in military flight training, CIT has evolved over the past 71 years and is now widely used  
across various disciplines. In education, for example, Larasati and Mbato (2025) employed CIT to explore how  
ten EFL teachers in an informal English program in Yogyakarta, Indonesia, identified, negotiated, and  
constructed their professional identities. In the healthcare systems domain, Falchenberg et al. (2025) used CIT  
to reconstruct the METs practice paradigm of “situational cognition → collaborative action → ethical balance,”  
providing a human’s factors engineering foundation for dynamic medical system design. In the intersection of  
social work education, professional identity development, and applied ethics, Papouli (2016) applied CIT to  
examine how students in internship settings build professional values and ethical awareness through critical  
incidents, offering empirical support for contextualized ethics education in a globalized environment. In  
hospitality management, Tontini et al. (2017) demonstrated the nonlinear impact of critical incidents on hotel  
satisfaction ratings, offering an evidence-based decision-making framework for managers—emphasizing high-  
impact service failures (e.g., responsiveness) and key attributes (e.g., staff attitude). In the overlapping fields of  
tourism experience management and service design, Rashid-Radha et al. (2021) used CIT to reveal the nonlinear  
role of service landscapes in shaping memorable experiences. Their findings led to actionable recommendations  
for zoo managers, including prioritizing the resolution of negative incidents, enhancing educational interactions,  
and cultivating employees’ emotional labor capabilities.  
Research Design  
Given the unique advantages of tourism promotional videos in delivering immersive experiences and evoking  
emotional resonance, it is essential to explore customers’ deeper reactions during the viewing process. This study  
adopts a customer-centric perspective, focusing on the critical dimension of “e-commerce politeness” to  
investigate how it is perceived and how it influences customer behavior during video consumption. To achieve  
this, we employed a qualitative research method—CIT. Using a semi-structured questionnaire, we collected  
descriptions of the most satisfying and most dissatisfying incidents related to e-commerce politeness that  
respondents encountered while watching tourism promotional videos within the past six months (Flanagan,  
1954). The questionnaire design was guided by the principles and methods proposed by Bitner (1990) for  
constructing CIT instruments, ensuring that respondents could effectively recall and describe specific contexts,  
behaviors, and emotional responses. To guarantee the relevance and validity of responses, strict screening criteria  
were applied: participants were required to have watched tourism promotional videos within the past six months  
and made related travel purchases (e.g., bookings or product/service purchases) based on those videos. Only  
those who answered “yes” to both conditions were included in the final sample. For efficient data collection, the  
survey was distributed and collected via Wenjuanxing, a widely used online survey platform in China. The data  
collection period lasted 15 days, from April 29 to May 13, 2025. The collected incident narratives were subjected  
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to systematic qualitative content analysis to uncover specific dimensions and influencing factors of customer  
perceptions of e-commerce politeness in tourism videos. The rigorously organized and analyzed data provide  
authentic, insightful empirical support for understanding how promotional video content shapes customer  
behavior in tourism e-commerce.  
Data Analysis  
Basic Information  
A total of 140 questionnaires were collected for this study. After removing responses that were off-topic or  
irrelevant, we obtained 126 valid “satisfactory” critical incidents and 137 valid “unsatisfactory” critical incidents.  
According to John C. Flanagan (1954), CIT studies involving relatively simple activities require the analysis of  
50–100 incidents, while more complex activities may demand thousands. Given that this study aims to explore  
customer perceptions and influencing factors of e-commerce politeness in tourism promotional videos—a  
relatively simple activity—the sample size of 126 satisfactory and 137 unsatisfactory incidents meets the  
methodological requirements of CIT. Basic demographic information of the respondents is presented in Table 1.  
Table 1. Basic Information of Respondents  
Variable  
Gender  
Category  
Number  
63  
Percentage  
45%  
Male  
Female  
77  
55%  
18-24 years  
25-34 years  
35-54 years  
55 years and above  
23  
16.4%  
27.1%  
36.5%  
20.0%  
25.0%  
45.0%  
30.0%  
15.0%  
32.1%  
35.0%  
17.9%  
15.0%  
38  
Age  
51  
28  
High school or below 35  
Education  
Income  
Associate degree  
Bachelor's or above  
¥ 3,000 or below  
¥ 3,001–¥ 8,000  
¥ 8,001–¥ 15,000  
¥ 15,001 or above  
63  
42  
21  
45  
49  
25  
21  
Occupation Student  
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Corporate employee  
Freelancer  
52  
38  
29  
37.1%  
27.1%  
20.8%  
Retiree  
Classification Principles  
A total of 263 valid critical incidents were collected for this study, including 126 satisfactory incidents and 137  
unsatisfactory ones. After an initial review and analysis of all incidents, the research team developed a  
classification framework and assigned category labels accordingly. Specifically, satisfactory incidents were  
grouped into five categories: emotional connection, creative format, audiovisual expression, cultural depth, and  
technology-driven design. Unsatisfactory incidents were classified into six categories: content authenticity,  
experiential appeal, scene logic, cultural representation, stylistic tone, and production quality. Detailed  
definitions and representative examples for each category are presented in Table 2.  
Table 2. Category Definitions and Descriptions  
Category  
Description  
Refers to the evocation of emotional resonance among viewers through character-  
driven narratives, interactive scenes, or warm storytelling techniques.  
Emotional Engagement  
Involves the use of novel creative approaches, narrative structures, or cross-  
disciplinary integration to break conventional promotional formats.  
Formal Innovation  
Audiovisual Expression  
Cultural Core  
Highlights visual impact or auditory design, utilizing cinematic language to  
stimulate sensory experiences directly.  
Showcases regional culture, historical traditions, humanistic values, or ecological  
concepts to convey cultural significance and identity.  
Applies AR/VR, aerial photography, special effects, or digital interaction  
technologies to enhance immersion and communication efficiency.  
Technology-Driven  
Content Authenticity  
Perceived experience  
Scene Rationality  
Ensures alignment between the promoted content and the actual attributes of the  
destination, avoiding fictionalization or excessive beautification.  
Refers to the sensory and emotional feedback or anticipated experience evoked  
through media symbols related to tourism scenarios.  
Indicates the logical consistency between the presented scenes and the objective  
characteristics of the destination.  
Refers to the systematic and localized interpretation of destination-specific  
cultural traits via visual and auditory media symbols.  
Cultural Representation  
Stylistic Rendering  
Enhances specific styles through audiovisual media to convey the atmosphere or  
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tone of the destination.  
Reflects the technical standards and professional level achieved in filming,  
editing, and audiovisual presentation.  
Production Quality  
After finalizing the categorization of critical incidents, three expert coders were invited to classify the incidents  
based on the predefined analytical framework. This process aimed to ensure that the data closely aligned with  
the research objectives and that the classification outcomes were both clear and comprehensive. The coders (see  
Table 3 for background information) possess extensive frontline experience in tourism e-commerce operations  
and short-form video content creation, along with a keen understanding of politeness dynamics in digital  
commerce environments. Their domain expertise and professional judgment qualified them to perform the  
classification task. To validate the consistency of the classification results, inter-coder reliability was calculated.  
This statistical measure confirmed the reliability and objectivity of the final categorization, thereby reinforcing  
the credibility of the dataset used in subsequent analysis.  
Table 3. Background Information of Coders  
Coder  
Position  
Professional Experience  
5 years of experience in managing tourism-related new media matrices;  
proficient in algorithmic rules of global social platforms and ad systems  
like Meta and Google Ads; capable of dynamically adjusting content  
distribution weights across platforms.  
Operations  
Analyst  
Coder 1  
Dual background: 3 years in film production companies and 2 years in  
Video Production tourism e-commerce platforms; led analysis of over 600 promotional  
Coder 2  
Coder 3  
Analyst  
tourism videos; skilled in using AI tools to predict audience emotional  
curves and guide editing rhythm and content emphasis.  
University  
Over 10 years of teaching experience in e-commerce; consistently  
Lecturer in E- supervises student teams in producing tourism short videos with notable  
Commerce outcomes.  
Reliability and Validity Analysis  
To ensure the reliability, validity, and generalizability of the research findings, this study employed reliability  
and validity checks to calibrate the research process.  
Reliability Analysis  
Reliability refers to the degree to which a measurement tool produces consistent or similar results across repeated  
assessments (Rajput, 2020). To ensure the robustness and repeatability of the classification results, a two-stage  
procedure was designed for reliability verification. In the first stage, three coders independently reviewed all  
critical incidents and reached full consensus, resulting in the initial classification framework (five categories for  
satisfactory incidents and six categories for unsatisfactory incidents). After a 30-day interval, the same coders  
were asked to reclassify all incidents independently under blind conditions, without referencing the initial results.  
The consistency of classification was then assessed by comparing the two sets of data and calculating the number  
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of incidents assigned to the same category across both rounds. Detailed results are presented in Tables 4 and 5.  
Table 4. Inter-Coder Consistency – Satisfactory Incidents  
Consistency Count Coder 1  
Coder 2  
——  
116  
Coder 3  
——  
——  
120  
Coder 1  
Coder 2  
Coder3  
108  
95  
88  
92  
Table 5. Inter-Coder Consistency – Unsatisfactory Incidents  
Consistency Count Coder 1  
Coder 2  
——  
128  
Coder 3  
——  
——  
117  
Coder 1  
Coder 2  
Coder 3  
120  
93  
86  
76  
Based on the data presented in Tables 4 and 5, this study evaluates the inter-coder consistency among the three  
coders. The consistency rate was calculated using the following formula:  
2
2
2
12  
23  
13  
+
+
+
+
+
1
1
2
2
3
3
A=  
R=  
（
× ）  
1+[( −1)× ]  
Where, = Reliability  
= Number of coders  
= Average inter-coder agreement  
M12= Number of samples classified identically by coder 1 and coder 2）  
n1= Total number of samples classified by coder 1）  
Based on this formula, the reliability scores were computed using the classification data from Tables 4 and 5.  
The results are summarized in Table 6.  
Table 6. Classification Reliability Summary  
BBT Category  
Satisfactory  
Average Inter-Coder Agreement (A)  
0.800  
Reliability (R)  
0.923  
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Unsatisfactory  
0.699  
0.874  
The calculation results indicate that the reliability coefficient for satisfactory incidents reached 0.923, while that  
for unsatisfactory incidents was 0.874. According to Neuendorf (2017), in the context of CIT, a reliability score  
equal to or greater than 0.80 signifies a high level of classification consistency. These results strongly support  
the clarity and operational feasibility of the classification framework developed in this study. Furthermore, the  
high reliability values validate the coders’ accurate understanding and application of the framework, thereby  
establishing a solid foundation for subsequent data analysis.  
Validity Analysis  
Validity refers to the extent to which a test accurately measures what it claims to measure. It encompasses content  
validity, face validity, and construct validity. At the content validity level, this study conducted a systematic  
literature review to clearly define the operational meaning of “e-commerce politeness,” ensuring that the  
designed classification framework comprehensively covers the theoretical dimensions of the construct (Ansari  
& Khan, 2023). At the face validity level, the CIT was selected due to its strong capability to analyze specific  
interaction events in depth. This methodological alignment with the research objective—deconstructing  
politeness perception incidents—demonstrates intuitive appropriateness. At the construct validity level, a  
rigorous three-stage procedure was implemented: 1. Cross-validation – Two researchers collaboratively resolved  
discrepancies and reached consensus on category naming. 2. Independent classification – Three coders  
conducted initial classification of critical incidents based on the agreed definitions. 3. Consistency verification  
– Inter-coder reliability testing was performed to ensure objectivity and consistency in classification (Olanipekun  
et al., 2022). In summary, the multi-dimensional validity checks significantly enhanced the reliability, accuracy,  
and practical relevance of the research findings.  
Classification Results  
The collected critical incidents were categorized according to the established classification framework, and their  
proportional distributions were statistically analyzed. To gain deeper insights into consumers’ perceptions of e-  
commerce politeness while viewing tourism promotional videos, this study selected two representative incidents  
from each group—satisfactory and unsatisfactory—for detailed analysis. Table 7 presents examples and  
proportional distribution of satisfactory incidents, while Table 8 summarizes the examples and distribution of  
unsatisfactory incidents.  
Table 7: Representative Satisfactory Incidents and Category Distribution  
Category  
Representative Incident  
Proportion  
Emotional  
The promotional video showcased the dedication of tourism workers such as 19.84%  
Engagement sanitation staff, hotel housekeepers, and “tourism woodpeckers,” evoking a sense  
of warmth.  
A Nanchang taxi driver, Zhao Xiaowei, invited by travel blogger “Boss Qi,” spent  
a day guiding him around the city. Zhao paid out of pocket to treat the blogger to  
local cuisine and visited sites like the Haihunhou Museum. His sincere hospitality  
made me long to visit Nanchang.  
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Formal  
The head of Suiping County’s tourism bureau, Zhao Dongsheng, dressed as the 21.43%  
Monkey King to film a short video at Chaya Mountain, creatively linking the site  
to the 1998 TV adaptation of Journey to the West.  
Innovation  
Handan’s tourism bureau humorously promoted the city through a “Public  
Apology Conference,” with slogans like “Sorry, Handan made you fail your diet”  
(implying the abundance of delicious food).  
Audiovisual The video begins with a bungee jumper leaping from Kawarau Bridge, followed 23.81%  
Expression by a rapid cut to jet boat riders on Lake Wanaka, splashing through high-speed  
turns—an exhilarating visual experience.  
Another video opens with an aerial view of Zhangjiajie’s endless peaks,  
transitioning into drifting clouds like white veils weaving through the mountains.  
These visuals conveyed the dreamlike beauty of the landscape.  
Cultural  
Core  
A young Kazakh rider, passionate about horseback riding, falls but climbs back 22.22%  
with help, showing resilience and cultural spirit.  
In another video, herds of sheep led by nomads traverse the ancient Cheshi Trail  
across the Tianshan Mountains. The scene reflects pastoral traditions and  
reverence for nature, deepening my understanding of Xinjiang’s cultural heritage.  
Technology- The Mao Zedong Memorial Hall used holographic projection to display patch 12.70%  
Driven  
details on the Chairman’s clothing, allowing viewers to “feel” history. This  
immersive tech approach engaged younger audiences with revolutionary culture.  
In Norway’s Lofoten Islands, the “Polar Night Fisherman’s Feast” was  
reimagined through light and sensory design, activating a mythic subconscious in  
visitors.  
Table 8. Representative Unsatisfactory Incidents and Category Distribution  
Category  
Representative Incident  
Proportion  
27.73%  
A promotional video depicted a stunning snowy landscape, attracting  
many visitors. However, upon arrival, tourists found the ground covered  
in cotton, vastly different from the advertised scenery, leading to  
widespread complaints of deception.  
Content  
Authenticity  
Another video of Xijiang Qianhu Miao Village in Guizhou showcased  
picturesque scenes, but on-site visits revealed aging stilt houses with  
peeling paint and barren terraces during the fallow season.  
A video promoting a historic town focused solely on architectural  
exteriors, lacking any narrative about its cultural heritage or folklore. The 21.17%  
visuals were monotonous and failed to evoke interest.  
Perceived  
Experience  
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Another video, lasting ten minutes, presented over a dozen attractions in  
a disorganized manner, with minimal explanation. It also mixed in daily  
life footage of locals, leaving viewers confused and uninspired.  
Avideo showcasing the serene streets and temples of Chiang Mai abruptly  
cut to a modern bus plastered with advertisements and flashing LED  
screens, disrupting the tranquil atmosphere.  
Scene Rationality  
16.06%  
In another case, a workshop scene was overly dramatized: workers wore  
pristine traditional costumes while stirring sauce, contrary to actual  
procedures. A close-up even showed a smartwatch displaying a WeChat  
message.  
A viral video of “Smashing Bowl Liquor” in a food street portrayed a  
festive ritual, but the tradition actually originates from funeral customs.  
The merchant concealed this meaning, misleading tourists into treating a  
Cultural  
destructive act as entertainment.  
13.87%  
Representation  
Another video showed a woman sipping coffee alone in Paris’s Tuileries  
Garden, symbolizing elegance. However, it ignored the city’s cultural  
diversity and reinforced stereotypes about luxury and romance.  
A video of an ancient town applied heavy warm filters, brightened stone  
paths to unnatural reflectiveness, and altered wall colors to retro red-  
brown tones—creating an artificial “utopia.”  
Stylistic Rendering  
11.68%  
Another video used extreme color grading: ocean water turned neon blue,  
beaches darkened to “premium caramel,” and cloudy skies were digitally  
replaced with clear blue.  
Promotional videos of niche destinations often suffer from low budgets,  
resulting in blurry visuals and poor lighting that fail to showcase the  
attractions effectively.  
Production Quality  
9.49%  
The video shook constantly while filming the old town—buildings and  
people were blurry. When it finally stabilized, it sped up abruptly, making  
it hard to follow and visually disorienting.  
Based on the proportional distribution shown in the tables, audiovisual expression emerged as the most  
prominent category among satisfactory incidents. This indicates that the combined stimulation of visual and  
auditory senses during the viewing of tourism promotional videos effectively transforms into a strong emotional  
experience and a satisfying psychological response, thereby enhancing viewers’ travel intentions. In contrast,  
content authenticity accounted for the highest proportion among unsatisfactory incidents. The core issue lies in  
the significant gap between expectation and reality. When emotional anticipation is unmet, it often leads to  
dissatisfaction, which may further erode trust in the brand or destination.  
In summary, for tourism e-commerce platforms, audiovisual expression serves as the “entry point” to attract  
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consumer interest, while content authenticity acts as the “ballast” for long-term operational stability. Balancing  
both elements not only improves conversion efficiency through sensory engagement but also strengthens user  
retention through trust accumulation. This approach reflects respect for consumer experience and is essential for  
the platform’s sustainable development.  
CONCLUSION AND RECOMMENDATIONS  
Conclusion  
This study adopts the concept of e-commerce politeness as an analytical lens and applies CIT to examine tourism  
e-commerce promotional videos in depth. The findings reveal that satisfactory incidents are primarily distributed  
across five dimensions: audiovisual expression, emotional engagement, formal innovation, cultural core, and  
technology-driven design. Among these, audiovisual expression accounts for the highest proportion (23.81%),  
indicating that coordinated visual and auditory stimulation plays a key role in triggering consumers’ travel  
intentions. In contrast, unsatisfactory incidents are concentrated in six dimensions: content authenticity,  
perceived experience, scene rationality, cultural representation, stylistic rendering, and production quality. The  
most prominent issue is content authenticity (27.94%), suggesting that consumers are highly sensitive to the gap  
between promotional content and actual experience. This expectation-reality mismatch poses a critical barrier to  
trust and conversion.。  
By introducing the concept of e-commerce politeness into the tourism e-commerce marketing context, this study  
constructs a multidimensional perception framework for politeness in promotional videos. It expands the  
theoretical scope and methodological approach of tourism e-commerce research and provides empirical evidence  
for content optimization. To further promote high-quality development in tourism e-commerce, the study offers  
targeted recommendations from the perspectives of content creators, destination authorities, and consumers,  
aiming to collaboratively enhance the politeness level and communication effectiveness of promotional content.  
RECOMMENDATIONS  
Recommendations for Content Creators  
As the primary producers of tourism promotional videos, content creators play a foundational role in  
implementing the concept of e-commerce politeness. Based on the study’s findings, the following three  
recommendations are proposed to enhance the perceived politeness and conversion effectiveness of video  
content: First, maintain a dialectical balance between audiovisual expression and content authenticity. While  
pursuing visual aesthetics and editing rhythm, creators should avoid excessive use of filters, fabricated scenes,  
or selective presentation. It is essential to ensure that the content remains aligned with the core characteristics of  
the destination. By constructing narratives that are both “beautiful and truthful,” creators can stimulate short-  
term interest while building long-term consumer trust. Second, stay attuned to and integrate social trends  
organically. Creative content that skillfully incorporates current events, popular IPs, or cultural trends can  
significantly enhance both dissemination and emotional resonance. Content creators are encouraged to establish  
mechanisms for trend monitoring and evaluation, leveraging strategies such as topical alignment, IP integration,  
and contextual storytelling to boost engagement and emotional connection with audiences. Third, apply  
advanced technologies with caution, prioritizing content experience. While moderate use of AR/VR, aerial  
cinematography, and interactive design can enhance uniqueness and futuristic appeal, creators should remain  
vigilant against the risk of “sensory deception.” Over-rendering or symbolic distortion may undermine viewer  
trust and cultural identification. Technology should serve content expression and user experience—not act as a  
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cosmetic layer that obscures authenticity.  
Recommendations for Destination Authorities  
As planners and regulators of regional tourism industries, destination authorities play a decisive role in shaping  
brand identity and maintaining market order. To systematically enhance the level of e-commerce politeness in  
promotional videos and improve conversion effectiveness, the following three recommendations are proposed:  
First, establish a cross-departmental mechanism for content review and market supervision. In response to issues  
of content authenticity, destination governments should collaborate with relevant agencies to develop and  
implement local guidelines and standards for truthful tourism promotion. Regular sampling and inspection of  
promotional videos released by local tourism enterprises and merchants should be conducted. Misleading content  
must be managed and corrected to ensure alignment between promotional narratives and on-site visitor  
experiences, thereby safeguarding long-term brand credibility. Second, leverage local cultural depth to build  
memorable destination brand labels. Addressing concerns related to cultural core and formal innovation,  
governments should move beyond superficial landscape displays and focus on distinctive cultural symbols,  
historical narratives, and lifestyle elements. By leading the creation of emotionally resonant brand identities,  
authorities can strengthen consumer recognition and emotional attachment. Third, develop a feedback loop for  
opinion collection and insight sharing. Authorities should actively gather both positive and negative visitor  
feedback on promotional videos and conduct regular qualitative analysis. These insights can inform regulatory  
decisions and brand strategies, while also being shared with local content creators to improve the precision and  
politeness of regional digital tourism marketing.  
Recommendations for Consumers  
As the ultimate audience and decision-makers in tourism e-commerce, consumers play an important role in  
providing feedback and exercising rational judgment during content consumption. To help consumers better  
manage potential experience gaps caused by promotional videos and improve the quality of travel decisions, this  
study offers two key recommendations: First, engage in active information screening and cross-verification.  
Given the issue of content authenticity revealed in this study, consumers should recognize that promotional  
videos are often artistically edited. Critical thinking is essential during decision-making. Consumers are  
encouraged to consult multiple platforms and review feedback from other travelers to cross-check destination  
information. This helps form realistic expectations and effectively manage potential experience risks. Second,  
provide constructive feedback on viewing and service experiences. As the final experiencers of the content,  
consumer feedback is a vital driver for improvement by video creators and platforms. Consumers should actively  
share their genuine impressions through platform reviews, social media posts, or satisfaction surveys. This not  
only helps creators enhance video quality but also offers valuable reference points for other potential travelers,  
fostering a healthy co-creation ecosystem.  
ACKNOWLEDGE  
This research work was funded by the grant from the Guangdong Science and Technology Program (China)  
under Grant No. 2024A0505050036. We deeply appreciate their financial support and encouragement.  
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