Citation

Wang, Xing and Ong, Sue Lyn and Man, Nurafiq Inani (2026) From Short-Video Sustainability Persuasion to Sustainable Tourism Intention: A Route-Sensitive ELM SOR Conceptual Framework. Social Sciences, 15 (7). p. 477. ISSN 2076-0760

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Abstract

Abstract Despite increasing scholarly attention to short-video platforms as tourism communication tools, the mechanism through which sustainability-oriented persuasive cues shape Sustainable Tourism Intention remains insufficiently theorized. This article integrates the Elaboration Likelihood Model (ELM) and the Stimulus–Organism–Response (SOR) framework to explain how short-video persuasive cues may influence Sustainable Tourism Intention through Environmental Attitude. Methodologically, the paper adopts a theory synthesis and conceptual integration approach to connect insights from short-video persuasion, sustainability communication, environmental attitude research, and tourism intention studies. The framework treats short-video sustainability communication as a cue-dense persuasive environment, identifies key cue families, organizes selected cues according to likely central/peripheral processing tendencies, and positions Environmental Attitude as the sustainability-specific organismic evaluative state through which cue exposure translates into intention. It proposes that both central route-oriented and peripheral route-oriented cues may strengthen Environmental Attitude and may thereby shape Sustainable Tourism Intention, although they do so through different processing tendencies. The article concludes that integrating ELM and SOR provides a clearer and more bounded explanation of short-video sustainability persuasion and offers a structured basis for future empirical research.

Item Type:	Article
Uncontrolled Keywords:	Short-video persuasion, sustainable tourism intention, environmental attitude
Subjects:	L Education > LB Theory and practice of education
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	04 Sep 2026 01:19
Last Modified:	04 Sep 2026 01:19
URII:	http://shdl.mmu.edu.my/id/eprint/16668

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