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<p>Nature-based tourism has grown rapidly, driven by demand for authentic, sustainable, and educational experiences. Geotourism, a distinctive niche within this domain, centers on abiotic elements, geology, geomorphology, and Earth processes, while advancing geoconservation, interpretation, and sustainability. Despite educational appeal, geotourism destinations face marketing challenges due to intangibility and remoteness. Video content marketing, especially short-form videos, has emerged as a key tool to showcase geological landscapes’ visual, interpretive, and sustainable qualities, enabling vicarious experiences that build immersion and engagement. This study examines how geotourism-related video content marketing shapes tourists’ decision to visit through sense of presence and flow experience, moderated by gender and previous visit experience. Anchored in the Stimulus-Organism-Response (S-O-R) framework, enhanced by telepresence and flow theories, the model was tested via PLS-SEM using data from 291 Iranian university students and graduates familiar with geotourism. Results show a significant direct effect of video content marketing on decision to visit (β = 0.304, <i>p</i> &lt; 0.001) and strong indirect effects via sense of presence (β = 0.196) and flow experience (β = 0.375), with serial mediation significant (β = 0.118). Total indirect effect (β = 0.689) explains ~ 69% of the overall influence. Previous visit experience moderated video marketing and presence paths; gender moderated the flow path. The model accounted for 40.5% of variance in decision to visit. The study extends S-O-R to geotourism video marketing, deepens telepresence/flow mechanisms, and offers guidance for promoting sustainable geotourism via immersive digital strategies.</p>

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Video Marketing for Nature-Based Tourism Destinations: The Moderating Roles of Gender and Previous Visits

  • 期刊论文

  • 发表日期：

    2026年6月19日

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  • Sajad Ferdowsi,
  • Erfan Moradi

摘要

Nature-based tourism has grown rapidly, driven by demand for authentic, sustainable, and educational experiences. Geotourism, a distinctive niche within this domain, centers on abiotic elements, geology, geomorphology, and Earth processes, while advancing geoconservation, interpretation, and sustainability. Despite educational appeal, geotourism destinations face marketing challenges due to intangibility and remoteness. Video content marketing, especially short-form videos, has emerged as a key tool to showcase geological landscapes’ visual, interpretive, and sustainable qualities, enabling vicarious experiences that build immersion and engagement. This study examines how geotourism-related video content marketing shapes tourists’ decision to visit through sense of presence and flow experience, moderated by gender and previous visit experience. Anchored in the Stimulus-Organism-Response (S-O-R) framework, enhanced by telepresence and flow theories, the model was tested via PLS-SEM using data from 291 Iranian university students and graduates familiar with geotourism. Results show a significant direct effect of video content marketing on decision to visit (β = 0.304, p < 0.001) and strong indirect effects via sense of presence (β = 0.196) and flow experience (β = 0.375), with serial mediation significant (β = 0.118). Total indirect effect (β = 0.689) explains ~ 69% of the overall influence. Previous visit experience moderated video marketing and presence paths; gender moderated the flow path. The model accounted for 40.5% of variance in decision to visit. The study extends S-O-R to geotourism video marketing, deepens telepresence/flow mechanisms, and offers guidance for promoting sustainable geotourism via immersive digital strategies.