THE IMPACT OF VIDEO CONTENT ON REGIONAL TOURISM ATTRACTIVENESS: AN EXPERIMENTAL STUDY OF THE TURKISTAN REGION

Abstract

This study aims to evaluate the impact of video content about the Turkistan region on potential tourists' perceptions of regional tourism attractiveness and their travel intentions using an experimental research design. A quantitative one-group pre-test–post-test design was employed. Data were collected through Google Forms from 120 potential tourists interested in visiting the Turkistan region. Statistical analyses were conducted using IBM SPSS Statistics 27, including descriptive statistics, reliability and validity assessment, paired-samples t-tests, and Pearson correlation analysis. The findings revealed statistically significant improvements in participants' perceptions of regional tourism attractiveness, destination image, and travel intention after watching the promotional video (p < 0.001). Strong positive correlations were also identified among video content quality, destination image, travel intention, and regional tourism attractiveness. The findings provide empirical evidence for the effectiveness of video content as a digital marketing tool for promoting regional tourism destinations and offer practical implications for destination management organizations.