In the new media era, although the short-form video has become an essential tool for destination brand marketing, few empirical studies have concentrated on how to use it to improve destination brand identification and brand loyalty. The conceptual model of short-form video features, consumers and destination brands was constructed based on the stimulus-organism-response framework. A total of 523 valid survey responses were collected, and the mechanism of short-form video feature attributes to destination brand identification and loyalty was empirically examined in this study. It focused on verifying the mediating effect of emotional experience and the moderating effect of destination brand self-congruity. Results indicate that the sensory attractiveness, content vividness, and character interactivity of short-form destination videos are important factors in improving emotional experience, which subsequently promotes consumers’ identification and loyalty toward destination brands. However, this promotion is weakened along with the enhancement of destination brand self-congruity. These findings provided several implications for Destination Marketing Organizations (DMOs) in improving consumers’ destination brand identification and brand loyalty using short-form videos. Meanwhile, this study is helpful for DMOs to understand the importance of satisfying the emotional experience and spreading brand ideas in short-form destination video marketing better from a theoretical perspective.

新媒体时代，虽然短视频已成为目的地品牌营销的重要工具，但如何利用短视频提高目的地品牌识别度和品牌忠诚度的实证研究却很少。短视频特征、消费者和目的地品牌的概念模型是基于刺激-有机体-反应框架构建的。本研究共收集了523份有效调查问卷，实证检验了短视频特征属性对目的地品牌识别和忠诚度的影响机制。重点验证情感体验的中介作用和目的地品牌自我一致性的调节作用。结果表明，目的地短视频的感官吸引力、内容生动性和人物互动性是改善情感体验的重要因素，从而促进消费者对目的地品牌的认同和忠诚度。但这种促销随着目的地品牌自我契合度的增强而减弱。这些发现为目的地营销组织 (DMO) 使用短视频提高消费者的目的地品牌识别度和品牌忠诚度提供了一些启示。同时，本研究有助于DMO从理论上更好地理解短视频营销中满足情感体验和传播品牌理念的重要性。