Keywords

Mystery Heritage Tourism, Short-Form Video, Destination Attractiveness, Content Virality, Tourist Motivation.

Introduction

The rise of electronic media has artistically changed how travelers view, assess and choose their short-form platforms like YouTube Shorts and Instagram Reels has remarkably influenced tourist behavior by presenting eye-catching and experiential content that rapidly grabs attention (Dwivedi et al., 2021; Mariani et al., 2020). By showcasing destinations such as Bhangarh Fort, Jal Mahal, Jahaj Mahal, Mahabalipuram, and Elephanta Cave, these videos explored peculiarity and interest in heritage tourism. Content creators convey spectacular visuals that call attention to folklore, historical notability, and artistic value, fostering a strong emotional connection with the viewers (Chen & Tsai, 2007; Stylos et al., 2016). The attractiveness of the destination is complex, involving not only observable features like infrastructure, architecture, and accessibility but also intangible characteristics like cultural authenticity and emotional resonance (Lee et al., 2020; Prayag & Ryan, 2011). The fascinating mystery tourism is strengthened by persistent myths and legends, making these spots more attractive. Research shows that the appeal of a destination plays an important role in shaping tourists' motivations, their intentions to visit, and the likelihood of them sharing their experiences (Crompton, 1979; Stylos et al., 2016). Additionally, the viral nature of short-form videos increases promotional crusade by influencing perceptions through social dynamics, thereby proving authenticity, awareness, and social proof (Berger & Milkmen, 2012). The virality is often driven by eye-catching visuals and sentiments such as suspense, amazement, and eagerness (Tellis et al., 2019). Lesser-known attractions like the Maratha Military landscapes of India, Bhimbetka Caves, Bhangarh Fort, Kavaleduga Fort, Bider Fort, Elgandal Fort, Khumbhalgarh Fort, Chand Baori, Rani-ki Vav, Bhimbetka Rock Shelter, Arikamedu, Jal Mahal, and Ajanta-Ellora Caves can gain more visibility as tourist destinations by sharing their unique narratives and reaching a broad audience through viral videos. Experimental findings suggest that the virality of digital content awareness enhances travelers’ views of a destination’s attractiveness and their inducement to visit (Mariani et al., 2020; Dwivedi et al., 2021)

The relationship between digital media exposure, location appeal, and behavioral intention is also largely influenced by tourist motivation. The relationship between digital media exposure, location appeal, and behavioral intention is also largely influenced by tourist motivation. Crompton (1979) and Kolar and Žabkar (2010) classify motivation into a push factor, which includes elements related to the destination, such as cultural significance, artistic value, and distinctive narratives. In the context of heritage tourism, motivations are often driven by interest and the desire for immersive participation. Travelers are attached to places with captivating narratives and unresolved histories. For instance, the enchanting fascination of Bhangarh Fort and the architectural mystery of Dholavira stimulate intellectual curiosity and emotional ties, encouraging tourists to include them in their plans. Moreover, short-form videos amplify these motivational factors by highlighting eye-catching and compelling narratives that accentuate the unique qualities of each site (Berger, 2014; Filieri & McLeay, 2014). Viewed from this perspective, the desire to visit can be understood as a result of the interconnection between short-form content, its viral proclamation, the attractiveness of the destination, and the underlying motivations of travelers.

According to research based on the Uses and Gratification Theory (UGT) and the Social Influence Theory (SIT), travelers actively look for media that meet their emotional and cognitive demands (Katz, 1974; Kelman, 1958). They are also influenced by peer behaviorand social proof. According to this concept, short-form videos function as social validation and motivational priming techniques in addition to being instructional resources. Authenticity, distinctiveness, and enthusiasm are communicated through viral, emotionally compelling material, which increases the perceived appeal of a destination and encourages travel. Even though short-form videos are becoming more and more popular, lesser-known about how they can help promote mystery heritage tourism in India. There is less empirical evidence connecting short-form video engagement to travelers’ perceptions of destination attractiveness, content virality, and motivational outcomes for mysterious sites, despite the fact that previous studies have examined social media influence, destination image, and digital marketing (Zulli & Zulli, 2022; Mariani et al., 2020). Given India’s diverse range of enigmatic heritage areas, which are still relatively unexplored in comparison to popular attractions, this disparity is noteworthy. Strategic destination marketing and sustainable tourism practices can benefit from an understanding of how short-form video influences travelers’ motivation, cognition, and behavioral intention.

The following research questions are put forth in this study to fill in these gaps:

RQ1: How do mystery-themed short-form videos on YouTube Shorts and Instagram Reels affect tourists’ motivation to visit India’s enigmatic heritage sites?

RQ2: What is the relationship between the virality of short-form video content and the perceived attractiveness of lesser-known mysterious destinations in India?

This studies endeavor to investigate how digital material shapes visitor attitudes and actions, connecting media consumption to cognitive and motivational effects. By concentrating on India’s varied historical sites, such as Bhangarh Fort, Ajanta-Ellora Caves, Mahabalipuram, Hampi, and Rani-ki-Vav, this study encompasses both popular and unusual locations, offering a comprehensive grasp of how mystery heritage tourism can be marketed through digital storytelling.

Research Gap

Although there is a growing amount of studies on heritage tourism, digital marketing, and content virality (Table 1), there is still a huge information vacuum about the function of short-form video platforms like YouTube Shorts and Instagram Reels in promoting mysterious heritage places in India. Traveler motivation (Crompton, 1979; Prayag & Ryan, 2011), destination appeal (Chen & Tsai, 2007; Stylos et al., 2016), and the mechanics of content virality (Berger & Milkman, 2012; Tellis et al., 2019) have all been the subject of previous research. However, these studies mostly focus on online reviews, traditional historical tourism, or general social media use, undervaluing the impact of short-form videos with a mystery theme. There is still a lack of research on how such content affects visitors’ attitudes, motivations, and behavioral intentions toward lesser-known locations, including Mahabalipuram, Ajanta-Ellora Caves, and Bhangarh Fort. Furthermore, it is still unclear how destination appeal and content virality mediate visitor motivation influences. Closing this gap is important from a theoretical and practical standpoint because it can offer practical insights into digital storytelling tactics that improve interaction, create appeal, and support the long-term growth of India’s enigmatic heritage sites.

Table 1 Previous Studies
Study	Research Criteria	Key Objectives	Key Finding	Incremental Contribution
Berger & Milkmen (2012)	digital content virality, online engagement	Examine factors that drive content to go viral	Emotional arousal, social currency, and content relevance significantly predict virality.	Provided a foundational understanding of content virality applicable to tourism marketing
Chen & Tsai (2007)	Destination image, tourist behavior	Assess how destination image influences behavioral intentions	Positive perception of destination attractiveness leads to higher intention to visit	Linked cognitive and affective evaluations to tourist decision-making, relevant to heritage tourism
Mariani, Borghi & Cappa (2022)	Online reviews, cultural heritage tourism	Investigate the influence of online content on tourist behavior	Online content impacts both awareness and intention to visit heritage sites	Highlighted the role of digital narratives in shaping tourist perceptions and visit motivation
Dwivedi et al. (2021)	Social media marketing, engagement metrics	Explore the future of digital and social media marketing in tourism	Short-form videos and visual content enhance engagement and influence decision-making	Offered insights into short-form video effectiveness for niche destinations
Crompton (1979)	Tourist motivation, push-pull theory	Identify factors driving leisure travel	Push factor (internal need) and pull factor (destination attributes) jointly determine travel motivation.	Provided a theoretical framework for linking motivation to destination attractiveness
Stylos et al. (2016)	Destination image, revisit intention	Examine the holistic and cognitive evaluation of destinations	Destination image and attractiveness significantly affect revisit intentions	Demonstrated the link between perceived attractiveness and motivation, useful for mystery heritage tourism
Zulli & Zulli (2022)	Short-form video platforms(TikTok),meme culture	Analyze how content spreads and engages audiences	Short-form videos enhance visibility and social sharing	An extended understanding of viral content mechanisms in digital platforms, applicable to heritage tourism marketing
Filieri & McLeay (2014)	Electronic word-of-mouth (eWOM)	Assess factors influencing the adoption of online reviews	Trust and engagement metrics strongly influence consumer adoption of information	Reinforced the role of social proof and content credibility in tourist motivation
Kolar & Zabkar (2010)	Cultural authenticity, heritage marketing	Explore consumers' perception of authenticity in heritage tourism	Authenticity and unique experiences enhance destination attractiveness	Provided a basis for designing content emphasizing mysterious or unique heritage features
Berger (2014)	Word-of-mouth communication	Review interpersonal communication on content sharing	Social interaction and peer influence drive content adoption	Linked social influence theory to digital content sharing in tourism contexts

Literature Review

Social Influence Theory (SIT)

Social Influence Theory offers a helpful lens through which to view how digital peer cues, influence recommendations, and viral social media material impact Indian tourists’ selection of heritage places. SIT holds that people are affected by informational pressures (seeking reliable information from others in ambiguous situations) as well as normative constraints (desiring to conform to group norms) Kelman,1958; Cialdini & Goldstein, 2004). Following exposure to short-form videos, hashtags, or peer-generated reviews that emphasize the cultural, historical, and even mystical appeal of places like Bhangarh Fort, Jal Mahal, Bhimbetka Caves, Mahabalipuram, Hampi, and Rani-ki-Vav, tourists frequently choose to visit locations in the context of heritage tourism. Travel influencers and online communities foster a sense of group validation that raises the perceived authenticity and allure of these destinations, encouraging travelers to follow popular travel trends (Li, 2019). As tourists absorb social cues and convert them into real visits. Popular Instagram reels or YouTube videos that highlight the architectural magnificence of Hampi or the mysterious aura of Bhangarh Fort, for instance, frequently result in increased tourist traffic. Accordingly, SIT not only clarifies how peer pressure and social endorsements affect traveler preferences but it also emphasizes how digital platforms influence heritage tourism choices throughout India (Filieri &McLeay, 2014).

Uses and Gratification Theory (UGT)

UGT postulates that viewers are engaged individuals who actively find content to consummate their cognitive, emotional, and social needs rather than being merely passive beneficiaries of information (Katz, 1974; Blumler & Katz, 1974). This viewpoint spotlights that individuals choose media based on their personal objectives, which include social involvement, amusement, fascination, and exploration (Papacharissi & Rubin, 2000; Rauschnabel, 2018). UGT provides an essential structure for the apprehension of how travelers interrelate with short-form video content on platforms like YouTube Shorts and Instagram Reels within the principality of digital tourism. This interactivity is especially beneficial for mystery heritage tourism, as tourists actively view visually enthralling and well-developed narrative videos to virtually immerse themselves in cultural stories, satisfy their curiosity, and acquire knowledge that influences their travel decisions (Dwivedi et al., 2021; Mariani et al., 2022). The inducement driven by UGT affects media immersion, evident in sites such as Bhangarh Fort, Jal Mahal, Ajanta cave, Ellora cave, and Mahabalipuram. As noted by Atwal et al. (2019) and Lim & Kumar (2019), mystery-themed content that creates an emotional connection often enhances visitors' conceptions of a destination's attractiveness and enlarges their desire to travel. By utilizing UGT to frame the interlinkage between tourists and media, researchers can assess how the dynamic engagement of short-form content affects behavioral intentions, destination perception, and intensified attention in lesser-known historical destinations.

Mystery Heritage Tourism

Mystery tourism, commonly referred to as surprise tourism or blind booking, offers travelers a distinctive experience where they abandon detailed planning. Instead, they keep their destinations and schedule a mystery until the trip begins (Liu, Li & Park, 2020). This form of tourism particularly appeals to those motivated by curiosity, a desire for new experiences, and an appetite for the unexpected. It aligns with the Uses and Gratification Theory (UGT), which spotlights how individuals actively seek down experiences and information to fulfill their social, emotional, and cognitive needs (Katz, Blumler & Gurevitch, 1974). In contrast to mainstream tourism, which typically relies on thorough pre-trip research, mystery tourism proliferates on elements of surprise, authenticity, and compelling storytelling (Bieger & Laesser, 2004; Gassner & Krösbacher, 2013). India, rich in cultural heritage, hidden stories, and enchanting folklore, serves as an ideal location for mystery tourism. Destinations like Jal Mahal, Mahabat Maqbara, and infamous Bhangarh Fort, often known as India’s most haunted place, mesmerize visitors with their magnificent architecture and enthrall with legends. Moreover, the Khooni Bhandara and Asirgarh Fort are steeped in spiritual tales and enigmas, while the Ajanta and Ellora Caves, along with Bhimbetka Caves, enchant travelers with their ancient artistry and prehistoric rock formations. Embattled locations such as Daulatabad Fort and Golkonda Fort, known for their concealed tunnels and elaborate defense mechanisms, further enhance the interest. Even UNESCO World Heritage destinations like Hampi, surrounded by decrepitude and legendary narratives, provide excellent opportunities for formulating mystery tourism stories. By incorporating these mesmerizing destinations into specially designed mystery tourism packages, Indian tour operators can not only widen visitor experiences but also help reduce clogging at popular destinations such as Agra and Goa. This type of travel is particularly alluring to young, tech-savvy Indian tourists searching for unplanned excursions, real experiences, and deeper cultural engagement (Sharma & Nayak, 2019).

Short-Form Videos

Platforms such as YouTube Shorts and Instagram Reels have revolutionized short-form video into an influential method for promoting digital travel. According to Zulli and Zulli (2022), platforms enable the formation and sharing of succinct, visually striking content designed to apprehend users' attention in just a moment, thus catering to their reduced attention spans while online. Short-form videos serve as compelling, convincing instruments for destination branding in the tourism industry because of their immersive visual storytelling that can evoke intense emotions and influence travel decisions (Mariani et al., 2022). Alongside enhancing the chances of becoming viral through algorithmic promotion of highly appealing content, lesser-known destinations can quickly gain widespread recognition (Dwivedi et al., 2021). Furthermore, the involved nature of short-form video platforms encourages User-generated content, which has been shown to enhance the perceived authenticity and credibility of destination marketing implications (Xu et al., 2023). Despite concerns regarding cultural platitude and commercialization, short-form video proposes a cost-effective and sustainable means to increase tourism while preserving authenticity and showcasing distinctive and fascinating heritage destinations to viewers.

Destination Attractiveness

The idea of destination attractiveness is intricate and multidimensional in tourism research, involving supply-side, demand-side, and integrated viewpoints. The supply-side method assesses the number and caliber of attractions available as a site (Formica, 2004). On the other hand, visitors’ views and preferences are examined from a demand-side perspective (Lee et al., 2014). The relationship between perceived value and accessible resources is examined from an integrated approach (Formica & Uysal, 2006). Destination attractiveness, according to Hu and Ritchie (1993), is the degree to which people believe a place will meet their needs and desires. It now implies that a site can more effectively meet the needs of tourists if it is more appealing (Karoubi & Ferdowsi, 2021). According to Ab Ghani et al. (2021), destination attractiveness is a collection of unstructured elements that combine market competitiveness with tourism-related goods and services within geographic boundaries. This definition emphasizes individual characteristics and perspectives to highlight the nature of destination appeal. Moradi et al. (2023) assert that a destination’s appeal draws travelers there. It also plays a significant role in making a place more competitive. Formica and Uysal (2006) acknowledge that the total tourism destination’s attractiveness is determined by the link tween the current attractions and their perceived value. Although extremely appealing locations can entice both first-time and return visitors, destination attractiveness is a crucial factor in determining competitive advantage in tourism marketing (Prayag & Ryan, 2022). The construct is multifaceted and frequently influenced by the interaction of cognitive evaluation (e.g., perceived quality, amenities) and emotive responses (e.g., emotional connection, enthusiasm (Stylidis et al., 2017). These perceptions are now influenced by digital media, particularly short-form video platforms, which deliver emotionally compelling and sensory-rich depictions of places (Mariani et al., 2022). Unique stories, mystery, and cultural symbolism can also contribute to the allure of heritage and specialty destinations, such as mysterious locations, by enhancing perceived distinctiveness and tourist motivation. Maintaining a destination’s long-term appeal in a cutthroat global market requires sustainable tourism initiatives that retain authenticity while improving experiential offerings.

Content Virality

According to Berger and Milkmen (2012), content virality is the quick and extensive spread of digital media across platforms, frequently boosted by user sharing, algorithmic promotion, and emotional resonance. Viral content has the potential to significantly increase location visibility in tourism marketing by affecting awareness, perceptions, and traveler intentions (Mariani et al., 2022). Factors such as emotional resonance particularly feelings of wonder, surprise, and curiosity, along with narrative quality and distinct visual elements, contribute to content going viral (Tellis et al., 2019). Platforms that feature short-form videos, like YouTube Shorts and Instagram Reels, have become powerful tools for disseminating viral tourist content through algorithm-driven feeds that reach audiences significantly larger than an account's follower base (Dwivedi et al., 2021). The phenomenon of virality offers an opportunity to showcase lesser-known destinations through captivating stories that blend intrigue with cultural authenticity, focusing on heritage and mystery in travel. Nonetheless, prioritizing entertainment over accuracy in narratives can lead to issues like overtourism, cultural commodification, and distortion, even if it initially boosts tourist interest. Consequently, to ensure the long-term preservation of culture and visitor satisfaction, sustainable marketing strategies for destinations must find a balance between viral appeal and responsible storytelling. Tourism boards, influencers, and marketers aiming to enhance their digital presence while safeguarding heritage values must understand the principles that drive content virality.

Tourist Motivation

The term “tourist motivation” describes the internal and external factors that influence a person’s desire to travel, influencing their choice of destination, actions while traveling, and level of enjoyment (Crompton, 1979). The desire for escape, relaxation, or self-discovery is are example of push reasons, whereas the allure of a destination’s cultural, natural, or experience offerings is are example of pull elements (Prayag & Ryan, 2011). According to Koolar and Žabkar (2010), Curiosity, educational enrichment, and a desire for authenticity can also be driving factors in historical and niche tourism. By drawing visitors in with mystery, folklore, and unsolved historical tales, mystery heritage tourism offers an additional layer that can increase emotional engagement and perceived distinctiveness. These motives are further enhanced by short-form video, which offers captivating, curiosity-driven destination previews that pique viewers’ cognitive and emotive attention (Mariani et al., 2022). In order to create focused marketing campaigns, improve visitor experiences, and secure sustainable tourism growth, it is essential to comprehend why tourists travel. By leveraging motivational drives associated with novelty, storytelling, and cultural immersion, mysterious historical sites can stand out in a crowded market and draw in niche audiences.

Hypothesis Development

Short-form video

In the context of digital tourism, short-form video has emerged as a transformational medium that influences travelers’ opinions about how desirable a place seems. Tourism boards and creators can convey destination features through succinct, visually striking, and emotionally engaging content, but using platforms like YouTube Shorts and Instagram Reels (Dwivedi et al., 2021; Mariani et al., 2022). Short-form videos, in contrast to typical ads, use visual effects, music, and narration to highlight a destination’s perceived attractiveness and uniqueness (Molinillo et al., 2018). Scholars stress that intangible characteristics, such as Cultural history or natural beauty, determine how appealing a place seems (Stylos et al., 2016; Chen & Tsai, 2007). When it comes to heritage places, short-form videos are more immersive and memorable than static graphics because they enable the imaginative depiction of architectural features, local mythology, and cultural practices (Tussyadiah & Fesenmaier, 2009). Additionally, by improving accessibility to obscure or lesser-known locations, these micro-videos raise travelers’ awareness and bolster their desire to travel. Because of this, short-form video is essential for increasing tourists’ views of the beauty of a site by increasing visibility and including emotive tales.

H₁: Short-form video has a positive effect on tourists’ perception of destination attractiveness.

Short-form videos are significant for magnifying the viral nature of content, especially for mysterious heritage destinations that engage visitors through emotional connections, storytelling, and fascination. Platforms such as YouTube Shorts and Instagram Reels are clearly designed to spotlight content that garners more likes, comments, and shares, thereby boosting its visibility and chances of going viral (Dwivedi et al., 2021; Mariani et al., 2022). Foundational research indicates that content that evokes feelings of wonder, astonishment, or surprise tends to spread more rapidly through social networks (Berger & Milkman, 2012). This makes short-form video campaigns particularly effective for mystery-oriented heritage destinations like Bhangarh fort, Ajanta-Ellora cave, and Mahabalipuram. The creativity and brevity of these videos resonate with online audiences, thus increasing shareability and collaboration (Tellis et al., 2019). Even lesser-known destinations can achieve viral status as long as their content aligns with user interests, unlike conventional marketing channels, short-form video benefits from algorithm-driven promotion (Hudson et al., 2015). Therefore, short-form videos do more than just enhance awareness; they actively transform obscure historical destinations into viral phenomena, increasing their visibility in the competitive travel market.

H₂: Short-form video has a positive influence on the virality of content related to mystery heritage destinations.

Content virality

According to Barger and Milkmen (2012), the possibility of recurrent exposure is increased when short-form videos featuring heritage places become viral. This can reinforce favorable associations and perceived appeal. This can reinforce favorable associations and perceived appeal. According to Chen and Tsai (2007), viral content frequently highlights distinctive narratives, cultural intrigue, and visually striking imagery for mystery heritage destinations like Bhangarh Fort, Jal Mahal, Mahabat Maqbara, Ajanta-Ellora Caves, and Bhimbetka Cave. These elements are crucial in creating a sense of uniqueness and authenticity. Viral content creates social media interaction and sharing, which reinforces the notion that a place is appealing and worthwhile (Tellis et al., 2019). Additionally, by placing lesser-known locations next to more well-known ones on travelers’ mental maps, virality can assist them in overcoming obstacles to visibility. Study indicates that interacting with viral tourism content improves users’ awareness and has a beneficial impact on their emotive and cognitive assessments of a place (Mariani et al., 2022). As a result, content virality is a formidable technique for influencing perceptions, directly increasing a destination’s appeal to prospective tourists Zhang et al., (2017).

H₃: Content virality positively affects tourists’ perceptions of destination attractiveness

Digital content’s virality has become a potent motivator for tourists, especially for historical locations that exude depth, mystery, and symbolism. According to SIT, people are driven to interact with viral content that supports their identity projects because doing so strengthens a sense of belonging and symbolic self-expression (Tajfel & Turner, 1986; Reed, 2002). Viral videos featuring mysterious locations such as the Khajuraho Temple, Asirgarh Fort, or Bateshwar Temples, for example, create identity-linked value by tying viewers to stories of spirituality, history, or cultural pride George et al., (2009). According to the UGT, travelers actively consume viral digital information in order to fulfill their social, emotive, and cognitive needs (Katz et al., 1973; Ruggiero, 2000). YouTube Shorts or viral reels on locations like Daulatabad Fort, Chanderi Fort, or Rani-ki-Vav provide amusement, fascination, and possibilities for participation in online communities. By raising awareness, encouraging emotional engagement, and producing a fear of missing out effect that motivates travel plans, studies verify that content virality improves destination appeal (Tellis et al., 2019; De Vries et al., 2012; Dolan et al., 2019). Therefore, SIT and UGT together explain how heritage narratives encourage traveler motivation, especially for mysterious locations where digital storytelling and cultural symbolism converge Khuong & Ha, (2014).

H₄: Content virality positively influences tourist motivation to visit mystery heritage sites

Destination attractiveness

Tourist motivation is greatly influenced by the attractiveness of a destination, especially when viewed through the lenses of UGT and SIT. According to SIT, people are driven to partake in activities that support or validate their self-concept (Tajfel & Turner, 1986; Reed, 2002). Tourist can assert their cultural and spiritual identities at heritage sites like the Khajuraho Temple and the Bateshwar Temples, which increases their intrinsic drive. According to earlier research, travelers select locations that support their symbolic self-expression and identity projects (Kleine et al., 1993; Kastenholz, 2010; Lam & Hsu, 2006). However, UGT highlights that people actively look for experiences to fulfill their social, emotive, and cognitive needs (Katz et al., 1973; Ruggiero, 2000). While Rani-ki-Vav offers academic and cultural rewards, other attractions such as The Gwalior Fort, Chanderi Fort, Daulatabad Fort, and Asirgarh Fort provide chances for socializing, historical learning, and aesthetic appreciation Kim et al., (2020). Travelers are motivated by destinations that satisfy their requirements for information, identity development, and social belonging, according to research on tourism (Decrop & Snelders, 2005; Prayag & Ryan, 2012; Kim & Jamal, 2007). Collectively, SIT and UGT describe how the allure of Indian culture sites encourages travelers to seek out locations that fulfill their many psychological needs as well as identity-related aspirations Chih et al., (2012).

H₅: Destination attractiveness positively influences tourist motivation

Tourist Motivation

The motivation of tourists is a major factor in determining their intention to visit, especially when those places have experiential, cultural, and symbolic significance. People are driven to seek out travel experiences that complement and strengthen their self-concept, according to SIT (Tajfel & Turner, 1986; Reed, 2002). For instance, tourists can connect their personal identities with heritage narratives of spirituality, history, and artistry by visiting culturally significant locations like Khajuraho Temples, Rani-ki-Vav, or the Bateshwar Temples. This strengthens their desire to travel. According to the UGT, travelers actively look for places to meet their social, emotional, and cognitive requirements (Katz et al., 1973; Ruggiero, 2000). Exploring locations like Gwalior Fort or Daulatabad Fort satisfies motivations like education, aesthetic enjoyment, adventure, or cultural pride, increasing the chance of travel aspirations. Previous research shows that intentions to visit a site are significantly predicted by intrinsic reasons such as curiosity, cultural exploration, and historical appreciation (Crompton, 1979; Yoon & Uysal, 2005; Li & Cai, 2012). As people convert psychological drivers into specific behavioral plans to visit heritage locations, tourist motivation serves as a direct antecedent to visit intention Figure 1.

H₆: Tourist Motivation positively influences Visiting Intention.

Method

Research Methodology

This study used a quantitative survey approach to investigate how short-dorm video storytelling affects individual perceptions of India’s enigmatic heritage sites. The measurement scales were modified from previously validated studies, Barger and Milkmen (2012) and Dwivedi et al. (2021) on content virality; Stylidis et al. (2017) and Singh and Krakover (2019) on destination attractiveness; Lam and Hsu (2006) and Quan-Haase & Young (2010) on tourist motivation; Xiang & Gretzel (2010) on visit intention; and Casaló, Flavián, & Ibáñez-Sánchez (2020) and Mariani, Borghi, and Cappa (2021) on Short-form video. Instagram, WhatsApp, and Email were used to send a structured questionnaire using a Five-point Likert scale (1 for strongly disagree and 7 for strongly agree). We have 337 genuine responses from users of Indian short-form videos that were kept after screening. PLS-SEM using Smart PLS was used to test the proposed model because it is appropriate for complex models and exploratory research Lepp et al., (2011).

Data collection and sample Characteristics

A structured online survey that was disseminated via email, WhatsApp, and Instagram platforms that are often used by digitally active Indian audiences was utilized to gather data for this study. Because online surveys can effectively collect larger and diverse samples, they are being used more and more in marketing and tourism research (Bryman, 2016; Dwivedi et al., 2021). A screening question verified previous exposure to short-form videos on tourism on platforms like YouTube Shorts or Instagram Reels in order to guarantee respondent relevancy. After eliminating inputs that were inconsistent or incomplete, 337 legitimate responses were kept out of the 352 total responses that were gathered (Table 2). In terms of gender (52.52% male, 47.47% female), age groups (travelers were digital natives, aged 18 to 54), education background (below graduation 15%, graduation 37% and Post-graduation and above 48%), and geographic representation throughout key Indian states, the sample profile exhibited diversity Neville, (2014). This distribution of demographics is consistent with earlier research on digital tourism that noted the significance of young, tech-savvy audiences in influencing online travel habits (Xiang & Gretzel, 2010; Stylidis et al., 2017). External validity was improved by including a range of socio-demographic groupings, which guaranteed generalizability in the Indian setting. A strong basis for assessing proposed associations using PLS-SEM, a method ideal for exploring tourism research, was established by such a sample composition (Hair et al., 2019).

Table 2 Demographic Information
Variable	Category	Numbers (n)	Percentage (%)
Gender	Male	177	52.52%
	Female	160	47.47 %
Age	18-24	77	22.84%
	25-34	171	50.74%
	35-44	71	21.06%
	45-54	18	05.34%
Income	Below 10000	43	12.75%
	10000 to 30000	105	31.15%
	30000 to 50000	79	23.44%
	50000 to 70000	65	19.28%
	70000 and above	45	13.35%

Result

Measurement Model Evaluation

When evaluating the structural model, construct reliability, convergent validity, and discriminant validity were assessed for the measurement model. Table 3 indicates that all of the constructs showed satisfactory dependability. From 0.742 for Tourist Motivation to 0.899 for Visiting Intention (VI), Cronbach’s alpha values were higher than the suggested cutoff of 0.70 (Nunnally & Bernstein, 1994). Validate internal consistency across constructs. Composite reliability (CR) values ranged from 0.837 to 0.933, which is much higher than the minimum criteria of 0.70 (Hair, Hult, Ringle, & Sarstedt, 2019).

Table 3 Hypothesis Testing Summary
Hypothesis		Path	Original Sample (β)	Sample Mean (M)	Standard Deviation (SD)	T-Statistic	P-value	Interpretation
H1	SV → DA		0.637	0.64	0.052	12.25	0	Supported
H2	SV → CV		0.799	0.801	0.041	19.49	0	Supported
H3	CV → DA		0.686	0.688	0.047	14.6	0	Supported
H4	CV → TM		0.866	0.868	0.03	28.87	0	Supported
H5	DA → TM		0.855	0.857	0.033	25.91	0	Supported
H6	TM → VI		0.898	0.899	0.025	35.92	0	Supported

Convergent validity was established according to the Average Variance Extracted (AVE) value, which ranged from 0.633 to 0.823 and exceeded the 0.50 requirement (Fornell & Larcker, 1981). Indicator reliability was further confirmed by factor loadings, which were all larger than 0.70, with the lowest loading being 0.712 (TM 2) and the most substantial loading being 0.934 (VI 2). We used the Variance Inflation Factor (VIF) to analyze collinearity. VIF values, as shown in Table 2, varied from 1.3 to 3.276, staying considerably below the cautionary cutoff of 5 (Hair et al., 2019), indicating that multicollinearity was not an issue Orazi & Nyilasy, (2019). Both the Fornell-Larcker criterion and the Heterotrait-Monotrait ratio of correlations (HTMT) were used to evaluate discriminant validity. Table 3 shows that each construct’s square root of AVE was higher than the corresponding inter-construct correlations, indicating discriminant validity (Fornell & Larcker, 1981).

Furthermore, Table 4 reveals that every HTMT value fell below the suggested cutoff point of 0.90 (Henseler, Ringle, & Sarstedt, 2015), with the highest value among Tourist Motivation and Visiting Intention being 0.898. These findings confirm the conceptual uniqueness of each notion. Strong reliability, convergent validity, and discriminant validity were all displayed by the measurement model overall, matching the criteria for additional structural model assessment Przybylski et al., (2013).

Table 4 Variance Inflation Factor (VIF)
Construct	Item	VIF
Content Virality (CV)	CV1	2.145
	CV2	2.518
	CV3	1.829
Destination Attractiveness (DA)	DA1	1.977
	DA2	1.98
	DA3	2.064
Short-form Video (SV)	SV1	1.537
	SV2	2.009
	SV3	2.053
Tourist Motivation (TM)	TM1	1.508
	TM2	1.3
	TM3	1.434
Visiting Intention (VI)	VI1	2.456
	VI2	3.276
	VI3	2.306

Structural Model Evaluation

An analysis of the structural model was done to assess the proposed connections between the constructs. In Table 1, path coefficients, t-values, and p-values are displayed. The suggested conceptual model was supported by the analysis of all six hypothesized associations (H1-H6), which was determined to be statistically significant at p < 0.001. Strong positive effects on Content Virality (CV) (β = 0.799, t = 19.49) and Destination Attractiveness (DA) (β = 0.637, t = 12.25) were observed for Short-form video (SV), indicating that engaging Short-form video content increases destinations' perceived attractiveness and virality (Dwivedi et al., 2021) Table 5.

Tabel 5 Fornell–Larcker
	CV	DA	SV	TM	VI
CV	0.875
DA	0.588	0.872
SV	0.675	0.535	0.852
TM	0.693	0.673	0.514	0.796
VI	0.658	0.61	0.403	0.722	0.9

Content Virality had a substantial impact on both Tourist Motivation (β = 0.866, t = 28.87) and destination attractiveness (β = 0.686, t = 14.60), indicating that viral tourism content not only boosts the attraction of destinations but also piques tourists’ curiosity. Additionally, tourist motivation was positively impacted by destination attractiveness (β = 0.855, t = 25.91), highlighting the significance of perceived appeal in influencing travelers’ desire to visit (Stylidis et al., 2017). Furthermore, the model’s largest effect was tourist motivation, which strongly influenced visiting intention (β = 0.898, t = 35.92), demonstrating its crucial role in influencing actual travel choices (Lam & Hsu, 2006) Table 6 & Table 7.

Table 6 Heterotrait-Monotrait Ratio
	CV	DA	SV	TM	VI
CV
DA	0.686
SV	0.799	0.637
TM	0.866	0.855	0.644
VI	0.751	0.702	0.467	0.898

Table 7 Construct Reliability and Convergent Validity
Construct	Items	Outer Loadings	Cronbach’s Alpha	Composite Reliability (CR)	Average Variance Extracted (AVE)
Content Virality (CV)	CV1	0.856	0.879	0.923	0.8
	CV2	0.905
	CV3	0.864
Destination Attractiveness (DA)	DA1	0.883	0.874	0.918	0.788
	DA2	0.865
	DA3	0.868
Short-form Video (SV)	SV1	0.782	0.812	0.885	0.72
	SV2	0.871
	SV3	0.898
Tourist Motivation (TM)	TM1	0.851	0.742	0.837	0.633
	TM2	0.712
	TM3	0.818
Visiting Intention (VI)	VI1	0.893	0.899	0.933	0.823
	VI2	0.934
	VI3	0.872

Discussion

The research emphasizes the significant function that short-form video platforms, especially YouTube Shorts and Instagram Reels, have in enhancing the attractiveness of fascinating cultural destinations in India. The findings indicate that these concise videos not only increase destination attractiveness but also increase the likelihood of its content going viral. This increase in interest greatly impacts tourists’ motivations and their intention to visit these destinations. Viral videos that spotlight engaging narratives, hidden histories, or lesser-known historical destinations convert curiosity into a true wish to travel. This trend is consistent with the uses and gratification theory, which proposes that audiences engage with content to satisfy their needs for experiences and information (Katz et al., 1974; Quan-Haase & Young, 2010). Short-form videos have emerged as influential marketing tools in the digital realm, cultivating in-depth engagement beyond just entertainment by appealing to curiosity-driven motivation (Gursoy & Chi, 2020; Dwivedi et al., 2021; Xiang & Gretzel, 2010). The attraction of the destination itself is significant. Historical sites steeped in mystery, such as Bhangarh Fort, Gwalior Fort, Chanderi Fort, Daulatabad Fort, and Asirgarh Fort, become even more important when paired with captivating visual stories. The interplay of peer sharing, likes, and comments increases perceived credibility and promotes behavioral adoption, aligning with the assumptions of social influence theory (Kelman, 1958; Casaló, Flavián, & Ibáñez-Sánchez, 2018; Hudson et al., 2015). Short-form videos not only increase visibility but also integrate these platforms into wider social discussions. The research identified significant connections between tourists’ motivation and their intentions to visit, reinforcing the earlier studies that show motivation is a significant predictor of visitation pattern (Lam & Hsu, 2006; Stylidis et al., 2017). In India, where methodology, folklore, and cultural segmentation play a vital role in its heritage storytelling, the attraction of mystery deepens the emotional and symbolic connections to travel destinations (Bandyopadhyay et al., 2008; Singh & Krakover, 2019). In summary, this research demonstrates how the interaction between Uses and Gratifications Theory (UGT) and Social Influence Theory can illuminate the effect of mystery narratives on travelers’ behaviors, broaden and diversify its travel options, and the mystery-focused short-form video project might represent an innovative method for enhancing sustainable heritage tourism within the nation (Dwivedi et al., 2023; Ziang, Du, Ma, & Fan, 2021).

Conclusion

The research examined how short-form videos from platforms such as YouTube Shorts and Instagram Reels can spotlight India’s divergent and captivating destinations. Findings indicated that these brief videos increase the attractiveness of these destinations and also increase the chances of content becoming viral. This, in turn, significantly influences travelers' motivations and intentions. As pointed out by Lam and Hsu (2006) and Stylidis et al. (2017), coveting the factors that motivate tourists is important for converting online interest into actual travel experience. Moreover, the results spotlight that narratives enriched with a touch of intrigue, along with attracting visuals, foster in-depth emotional connections and increase interest in cultural heritage places. Weaving in narratives of folklore, mythology, and lesser-known histories can increase a destination’s fascination and boost meaningful engagement from visitors. Specifically, tourism boards and heritage managers should strategically use short-form video campaigns to diversify visitor flow away from overcrowded destinations. Using influencer partnerships and user-generated content to promote the mysterious destinations like Bhangarh Fort, Mulati Temple, Unakoti, Kavaledurga Fort, Bider Fort, Elgandal Fort, Kumbhalgarh Fort, Chand Baori, Rani-ki Vav, Bhimbetka Rock Shelter, Arikamedu, Jal Mahal, Ajanta-Ellora Caves, or lesser-known destination can boost exposure, draw in younger tech-savvy tourists, and promote sustainable tourism by spreading demand across multiple locations (Dwivedi et al., 2021; Mariani, Borghi, & Cappa, 2021; Jin, Muqaddam, & Ryu, 2019). In general, short-form video platforms are revolutionary instruments for Indian heritage tourism, providing ways to boost motivation, promote culturally rich but unexplored locations, and increase destination value (Xiang & Gretzel, 2010; UNWTO, 2020).

Theoretical Implication

The research has shown several significant theoretical insights regarding the interplay between consumer behavior, digital media, and tourism. Firstly, it builds on Uses and Gratification Theory (UGT) within the tourism industry by examining the influence of Short-form video platforms such as YouTube Shorts and Instagram Reels. The results indicate that travelers engage with short-form videos not only for entertainment and informational purposes but also for inspiration, uncovering new meanings and fostering a sense of online community. This widens the conventional interpretation of Uses and Gratification Theory (UGT). Furthermore, the research upgrades the application of social Influence Theory (SIT) within the realm of heritage tourism by illustrating how content generated by peers and influencers greatly affects travelers' motivations and intentions to visit attracting destinations. This reinforces the significance of social validation in mentoring behavior in unfamiliar circumstances. Additionally, by emphasizing myths, legends, and narratives substantial in mystery, short-form videos illustrate how digital media can transmogrify historical destinations into enthralling storytelling encounters instead of merely portraying them as unvarying cultural artifacts. Finally, taking into account the viral nature of short-form videos in tourism research provides a novel theoretical perspective that links user engagement metrics and algorithm-driven prominence to travelers’ decision-making processes. This underlines the vital role of algorithms in cultural consumption and situates tourism research within the broader discourse surrounding digital media theory. Finally, the research expands the theoretical structure of tourism by combining social influence and digital virality within the context of India’s heritage tourism industry.

Managerial Implications

Tourism boards, heritage site managers, and digital marketers can all benefit from the study’s management implications. First, short-form video platforms’ proven impact emphasizes how crucial strategic storytelling on the internet remains. Influencers and content producers should work closely with tourism marketers to develop captivating stories about enigmatic and lesser-known historical locations. Virality can be used to increase awareness and draw in new visitor demographics. Heritage Managers need to appreciate the power of visually captivating bite-sized content in motivating visitors and influencing their travel decisions. By crafting official short-form video campaigns that showcase unique myths, stories, and the hidden gems of cultural destinations, they can create deeper emotional connections and set these sites apart from more conventional tourist attractions. Collaboration between local communities and the government tourist board is crucial in this endeavor. Initiatives like campaigns, hashtags, and challenges that encourage user-generated content can promote engagement while ensuring that the narratives shared are both authentic and culturally respectful. Additionally, marketers should utilize analytics to track engagement trends on platforms such as YouTube Shorts and Instagram Reels. Insights gained from likes and shares, and comments can inform partnerships with influencers, refine content strategies, and optimize resource allocations, ultimately enhancing the return on investment in digital marketing. Balance between promotional activities and sustainability. While viral content can boost tourism, unchecked growth can lead to resource depletion, overcrowding, and potential damage to heritage sites; therefore, a responsible marketing strategy should incorporate sustainable tourism practices through digital campaigns, visitor education, and effective crowd management tools. By merging creativity, technology, and sustainability, stakeholders can ethically and effectively leverage short-form video platforms to promote India's rich and mysterious heritage sites.

Limitations and Future Research

The study has some limitations, even though it provides insightful information about how short-form video platforms affect the appeal of mysterious cultural sites in India. First, the cross-sectional nature of the research methodology made it difficult to evaluate how visitor attitudes and behavior had changed over time. To capture the long-term effects of frequent exposure to viral heritage content, future research could use experimental or longitudinal methods. Second, YouTube Shorts and Instagram Reels were the main subjects of the investigation. Even while these platforms rule the short-form video market. In India, other well-known domestic platforms like Moj and Josh also have a big impact on how digital tourism is promoted. A more complete analysis of the digital environment would result from broadening the focus to encompass various platforms.

Third, the survey was limited to mysterious Indian historic sites. Despite being culturally rich, the result could not apply to other types of tourism, such as popular heritage, eco, or adventure travel. Cross-cultural or Cross-segment analysis could be used in future studies to improve external validity. In conclusion, but not least, the analysis focused on the marketing advantages of content virality while ignoring possible drawbacks like over tourism, cultural commercialization, or inaccurate site depiction. Future studies should look into these issues in order to strike a balance between sustainable heritage management and marketing benefits. Future research would be further enhanced by including other theories, such as the Attention Economic Theory or Cognitive Load Theory, as well as mixed-method approaches that combine quantitative and qualitative analysis.

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Received: 10-Nov-2025, Manuscript No. AMSJ-25-16297; Editor assigned: 20-Nov-2025, PreQC No. AMSJ-25-16297(PQ); Reviewed: 20-Nov-2024, QC No. AMSJ-25-16297; Revised: 29-Nov-2025, Manuscript No. AMSJ-25-16297(R); Published: 19-Dec-2025