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Keywords: Cognitive load theory
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Journal Articles
Memes in Motion: do quirky tourism shorts spark travel intention? A dual-pathway study based on ELM-CLT theory
Available to Purchase
Journal of Hospitality and Tourism Technology 1–25.
Published: 17 December 2025
...Xing Song; Junlian Ge; Shijue Zhu Purpose This paper integrates cognitive load theory ( CLT ) and elaboration likelihood model ( ELM ) to explore how function-oriented versus humor-embedded entertainment-oriented tourism short videos − characterized by memes, quirky edits and trending cultural...
