Author(s): Vivek Sharma, Ayushi Gupta, Ashwini Sharma
The general interest in mysterious Indian cultural destinations, such as Daulatabad Fort, Jal Mahal, Ajanta Cave, Ellora Cave, Mandu, and other fascinating locations analyzed in this research, relates especially to short-form video platforms like YouTube Shorts and Instagram Reels. While previous studies have explored the influence of social media on travel promotion, there has been less prominence on how short-form videos with mysterious component affect travelers' interests and motivations. This study uses a quantitative approach employ data from 337 respondents who viewed short-form videos spotlighting these mysterious destinations, illustrating the User Gratification Theory as well as the Social Influence Theory. In the study, essential chunk such as travel intention, emotional engagement, perceived authenticity, and narrative appeal were assessed through PLS-SEM. The results indicate that short-form videos spotlight a mystery-based storyline, enhance emotional connections, magnify the attraction of the destination and increase the chances of viewers wanting to visit.