The Study of Motion Graphic Elements in Promotional Video for Tourism Industry
DOI:
https://doi.org/10.24191/idealogy.v10i2.835Abstract
New digital media has changed how tourism destinations are promoted. It allows for more personal, direct, and engaging ways to connect with travellers. However, many traditional tourisms promotional video rely on outdated style and making it hard to truly capture the uniqueness of tourism spots. This study explores the use of motion graphic elements in promotional videos within the tourism industry, with a focus on growing ecotourism sector. This research employs a qualitative method employed content analysis of six selected tourism promotional videos and this study includes another resource to identify and examine the presence of key motion graphic elements in promotional video, including type 2D and 3D, timing, colour schemes, typography, iconography, and sound. The findings reveal that sound, calming colour schemes and secondary pattern are the most consistently used elements, indicating their importance in maintaining viewer engagement. Tourism promotional video stands out as the most visually dynamic video, incorporating all motion graphic components, and minimal approach. The study concludes that motion graphics significantly enhance the storytelling and promotional quality of tourism promotional videos, and that the strategic use of these elements can improve message retention to keep audiences engaged in today’s fast-moving, visually driven world. These findings highlight the future digital marketing efforts within the tourism sector, especially in promoting sustainable and eco-friendly travel experiences that match audience preferences.
Keywords: Motion Graphic Elements, Promotional Video, Tourism Industry.
References
Asnawi, A. (2021). Destination image of ecotourism in Maluku: A marketing perspective. Journal of Ecotourism and Marketing Studies, 9(1), 22–35.
Cyrus, A. (2023). Ecotourism and Sustainability: Market Perception and Post-Pandemic Trends. Journal of Sustainable Tourism Insights, 11(2), 56–67.
Chiu, Y. B., & Yeh, L. T. (2017). The threshold effects of the tourism-led growth hypothesis: Evidence from a
Cross-sectional model. Journal of Travel Research, 56(5), 625-637. https://doi.org/10.1177/0047287516650938
Dionisio, M., Nisi, V., Nunes, N., & Bala, P. (2016). Transmedia storytelling for exposing natural capital and promoting ecotourism. Journal of Ecotourism Communication, 12(2), 101–115.
Department of Statistics Malaysia. (14 September 2019). Tourism Satellite Account 2018 [Data set]. Department of Statistics Malaysia. https://www.dosm.gov.my/site/downloadrelease?id=tourism- satellite-account-2018&lang=english
Hussain, A. (2022). An overview of ecotourism. Journal of Environmental Tourism Studies, 10(1), 15– 25.
Khan, M., Ali, S., & Rahman, T. (2022). The Impact of Tourism Development on Environmental Sustainability: A Suggested Framework for Sustainable Ecotourism. Journal of Tourism and Sustainability, 15(2), 45–60.
Krippendorff, K. (2013). Content analysis: An introduction to its methodology (3rd ed.). SAGE Publications.
Konrath, K. (n.d.). The human brain: Hardwired for motion. Phyron. Retrieved May 22, 2025, from https://www.phyron.com/resources/how-car-buyers-respond-to-motion
Khairulah, M. S. B., Che Din, S., Mohd Lazim, N. A. B., & Mohamed Ghazali, N. A. B. (2023). Content Analysis of Motion Graphic Elements in Malaysian Music Videos. Ideology Journal, 8(2), 250–256. https://doi.org/10.24191/idealogy.v8i2.486
Mansour, Q. S. O. (2025). Motion design in digital media: Its impact on the development of visual messages and user interaction. Journal of Ecohumanism, 4(2), 1222–1232.
Meler, M., & Ham, M. (2012). Tourism marketing and the trend toward sustainability: Balancing commercial goals and environmental responsibility. Journal of Sustainable Tourism Marketing, 8(2), 105–118.
Nasruddin, A. N., Mohamed Ghazali, N. A., & Che Din, S. (2024). Exploring the usage of motion graphic elements in projection mapping video to promote agrotourism in Malaysia. Ideology Journal, 9(2), 126–133. https://doi.org/10.24191/idealogy.v9i2.564
(2023). Desain motion graphic iklan layanan aplikasi Garuda Kasir sebagai media promosi di dunia sosial media (Skripsi, Universitas Pembangunan Nasional "Veteran" Jawa Timur). Institutional Repository. Shahrulnizam, S. H., Che Din, S., Mohd Lazim, N. A., & Mohamed Ghazali, N. A. (2023). The usage of motion graphics in promotional videos: A case study for digital technology hub. Ideology Journal, 8(2), 237–243. https://doi.org/10.24191/idealogy.v8i2.477
Tourism Malaysia. (29 May 2019). Tourism revenue rises 16.9%, to RM21.4 billion in Q1 2019 [Press release]. Tourism Malaysia. Retrieved from https://www.tourism.gov.my/index.php/media/view/tourism-revenue-grows-16-9-reaches-rm21-4- billion-in-q1-2019
Wiana, W., Barliana, M. S., & Riyanto, A. A. (2018). The effectiveness of using interactive multimedia based on motion graphics in concept mastering enhancement and fashion designing skills in digital format. International Journal of Emerging Technologies in Learning (iJET), 13(2), 4–20.
World Travel and Tourism Council (WTTC). (2015). Travel and Tourism: Economic Impact 2015 Malaysia.
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in the tourism industry? A review.
Tourism Management Perspectives, 10, 27–36. https://doi.org/10.1016/j.tmp.2014.01.001
Downloads
Published
Issue
Section
License
Copyright (c) 2025 UiTM Press
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
UiTM Press (the Publisher) has agreed to publish the undersigned author’s paper in Idealogy Journal. The agreement is contingent upon the fulfilment of a number of requirements listed below.
1. The undersigned author warrants that the paper entitled below is original, that it is not in any way libellous or unlawful in Malaysia, that it does not infringe any copyright or other proprietary right. The undersigned hereby represents and warrants that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to sign and execute this agreement.
2. The undersigned author warrants that the paper entitled below has not been published elsewhere, and also it will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. By submitting the paper entitled below, the undersigned author agrees to transfer the rights to publish and distribute the paper in an international e-journal (entitled above) to Publisher.
4. The undersigned author agrees to make a reasonable effort to conform to Publisher's submission guidelines and to liaise with the editor to ensure that the requirements of these guidelines are met to a reasonable degree.
5. The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all coauthors. This agreement is to be signed by at least one of the authors who has obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
