Influence of travel vlog: Inputs for destination marketing model

Abad, Princess Elisha S; Borbon, Noelah Mae D

doi:10.5861/ijrsm.2021.m7729

Cited by 14 publications

(19 citation statements)

References 29 publications

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“…Moreover, majority of developing countries are male dominated in population according to Bhatta and Ohe (2020). This is in contrast with the study of Abad and Borbon (2021) stating that Female loves to travel it is natural for them to go out and seek for fresh new adventure and just hang out with friends as compared to men, they tend to use their free time to just stay at home watch movie or just rest.…”

Section: Ethical Considerationmentioning

confidence: 85%

Adoption of digital marketing among farm tourism sites in the province of Quezon, Philippines

Orias¹,

Borbon²

2022

IJRSM

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The study examines the adoption of digital marketing among farm tourism sites in Quezon, Province. This includes identifying the demographic profile of the respondents in terms of sex, age, occupation, civil status and Digital Platforms frequently used, determining the factors influencing the adoption of digital marketing in receiving farm tourism related advertisements in terms of Technology self-efficacy, Usefulness, Active Control , Two-Way Communication, and Synchronicity as well as determining the impact of digital marketing of farm tourism sites in Quezon, Province to customers' purchase intentions in the new normal in terms of performance expectancy, hedonic motivation, habit, interactivity, informativeness, and perceived relevance on respondents and lastly testing the significant difference on the assessment of the adoption of digital marketing when grouped according to the profile variables. The study used a survey questionnaire among 385 visitors of farm tourism sites as respondents. Based on the results, most of the respondents are 25 years old and below or Generation Z, male, in other occupation and majority are single. It was agreed by the respondents that usefulness was the most influential and synchronicity was the least. While, performance expectancy was agreed the most by the respondents on the impacts of digital marketing and the least was purchase intention.Significant difference was found on technology self-efficacy, usefulness, two-way communication and synchronicity among respondent working in the academe. As well as a significant difference in active control, two-way communication and synchronicity according to civil status. It was shown that the respondents agreed the most is the usefulness of digital marketing while the factor they agreed the least was synchronicity Also, the respondents agreed the most was performance expectancy and the factor that the respondents least agreed on was purchase intention. The study has a practical implication as it proposed a marketing innovative plan for the continuous improvement of the farm tourism.

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Section: Ethical Considerationmentioning

confidence: 85%

Adoption of digital marketing among farm tourism sites in the province of Quezon, Philippines

Orias¹,

Borbon²

2022

IJRSM

Self Cite

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“…The results showed a significant negative effect and do not strengthen the relationship, though vlog marketing causes a positive effect on CPI (Bhatti & Rahman, 2019). Although videos provide a comprehensive visual experience to the consumer for a travel place but the sometimes the intensions for the purchase of travel products are affected by the personal biasness (Abad & Borbon, 2021; Biggiero et al, 2017; Khan et al, 2017).…”

Section: Recommendations and Conclusionmentioning

confidence: 99%

Impact of Vlog Marketing on Consumer Travel Intent and Consumer Purchase Intent With the Moderating Role of Destination Image and Ease of Travel

2022

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The following study first examined how consumers are influenced by social media advertising and what role vloggers play in influencer marketing. Secondly, the factors considered by consumers while making a final decision for purchasing and traveling are explored, affected by the destination image for the country of origin. The aim of the research was fulfilled by reviewing relevant literature and defining and exploring the relationship among variables: vlog marketing, YouTube, Facebook, Instagram, Snapchat, E-WOMs, consumer travel intent, consumer purchase intent, destination image, and ease of travel. A self-administered survey questionnaire with a 5-point Likert scale was utilized and shared online among social media users for collecting data via two resources: personal connections and relevant social media platforms. A total of 428 valid responses were collected. The PLS-SEM software was used to analyze and interpret the data. The measurement model, structural model, regression analysis, and t-tests were used for testing and concluding results for hypotheses. The results concluded that vlog marketing, with all its higher-order constructs, except Snapchat, has a significant positive effect on consumer travel intent and purchase intent. Moreover, destination image and ease of travel enhance the relationship of vlog marketing and consumer travel intention but not that of vlog marketing and consumer purchase intention. The study contributes to the literature on influencer and content marketing on social media networks by emphasizing the role of vloggers in shaping consumer behavior and placing a distinct image of a destination place, and how ease of travel affects the decision to travel and buy travel goods and services advertised on vlogs.

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“…turizm ve seyahate olan etkileri üzerine olduğu görülmüştür. YouTube videoları ve dijital seyahati odağına alan araştırmalarda, videoların turizm ve pazarlama üzerine etkisi (Reino & Hay, 2011), içerik üreticilerinin çektikleri seyahat videolarının (vlog) seyahat rotalarının belirlenmesinde (Abad & Borbon, 2021;Gretzel, 2018) ve seyahate karar verme sürecinde etkili olduğu (Cheng, Wei & Zhang, 2020) ortaya koyulmuştur. Çevrim içi seyahat deneyimi olarak yürüyüş turu videoları ile seyahat anıları arasındaki ilişkiyi inceleyen araştırmaya literatürde rastlanılmamıştır.…”

Section: Sanal Mekânda Buradalık Algısıunclassified

Dijitalleşen Seyahat An(ı)ları: Fiziki ve Çevrim içi Seyahat Deneyiminin Hatırlama Bağlamında Karşılaştırılması

EYREK

2022

Türkiye İletişim Araştırmaları Dergisi

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The study aims to undertake a comparison of physical and online travel experiences in terms of their recollection and the differences between each experience. Digitalization of travel is explained as visiting a place virtually by means of digital devices instead of visiting it physically. In the first part of the research, in which both qualitative and quantitative research methods were used, the viewer comments written under two most-viewed walking tour videos on YouTube were examined by using sentiment and text analysis which are among the social network analysis methods. In the second of the research, focus groups study are conducted with qualitative and experimental design. The focus groups consist of participants who visited the two cities (selected as sample) either physically (control groups) or online (experimental group). In the sentiment analysis, it was concluded that the positive and neutral sentiment expressions were higher than negative expressions, and in the text analysis individuals approached the online walking tours as a travel experience., In the focus groups research, it was observed that the use of natural sounds, the high visual quality in the videos are effective on individual's recollection of their travel in the online travel experiences. The content of the memories of physical travel experiences is usually about human interactivity and social life. In both travel experiences, it was determined that the information obtained by the individuals about the place through the media strengthens the recall of the images of their travel experiences.

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Influence of travel vlog: Inputs for destination marketing model

Cited by 14 publications

References 29 publications

Adoption of digital marketing among farm tourism sites in the province of Quezon, Philippines

Adoption of digital marketing among farm tourism sites in the province of Quezon, Philippines

Impact of Vlog Marketing on Consumer Travel Intent and Consumer Purchase Intent With the Moderating Role of Destination Image and Ease of Travel

Dijitalleşen Seyahat An(ı)ları: Fiziki ve Çevrim içi Seyahat Deneyiminin Hatırlama Bağlamında Karşılaştırılması

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