Seeing is deciding: homepage videos in online travel agencies enhance travel intentions and review engagement

With the growing shift from static images to dynamic media on online travel agency (OTA) platforms, homepage videos have emerged as a powerful tool for promoting tourism products. Drawing on mental imagery theory, this study examined how OTA homepage interface design, particularly the use of videos (versus static images), influences consumers' travel intentions and their downstream engagement with user reviews on OTA platforms. In this study, 2 controlled experiments with a total of 210 participants, including an eye-tracking study, simulated realistic OTA browsing experiences to explain the effects on travel intentions and user review engagement. The findings revealed that OTA homepage videos significantly increased travel intentions by evoking vivid, immersive mental imagery. Furthermore, video exposure altered review consumption patterns: attention to image-based reviews decreases, while engagement with text-based reviews intensifies. This study contributes to the OTA interface design literature by demonstrating the persuasive impact of homepage videos and highlights mental imagery as a mediator between dynamic visual content and decision-making. The findings provide actionable insights for OTA platforms and tourism providers to optimize homepage design, enhance user experience, and drive booking conversions.