Shanshan Lin, Yuting Ren, Shun Ye, Shihan Ma, Xinyu Hu
Purpose The purpose of this study is to examine how interactive video features influence Generation Z’s psychological states and travel intentions. This study introduces a framework in which three interactivity attributes – responsiveness, two-way communication and active control – affect intentions through the mediation of physical presence, social presence and enjoyment. Design/methodology/approach Survey data was collected from 358 Generation Z respondents. Partial Least Squares Structural Equation Modeling was used to test the proposed model. Findings Interactivity significantly enhances both physical and social presence, which in turn increase travel intentions through the mediation of enjoyment. Active control, however, shows dual effects: it not only strengthens social presence but also triggers cognitive overload, reducing enjoyment and weakening behavioral intentions. Practical implications Tourism marketers should prioritize real-time responsiveness (e.g. seamless transitions) and two-way communication (e.g. AI chatbots). Active control should be simplified through guided customization to reduce cognitive load. Embedding enjoyment-focused design features is essential to sustain engagement. At the policy level, interactive video can promote inclusive tourism and inform sustainable smart tourism initiatives. Originality/value This study provides partial validation of the Presence-Emotion-Intention framework in tourism marketing, underscoring the mediation role of enjoyment. This paper also challenges linear assumptions about interactivity by demonstrating the dual effects of active control, thereby advancing theoretical understanding and offering actionable guidance for digital engagement strategies in tourism.