Reaching audiences through travel vlogs: The perspective of involvement

Xu, Ding; Chen, Tingzhen; Pearce, John; Mohammadi, Zohre; Pearce, Philip L.

doi:10.1016/j.tourman.2021.104326

Cited by 72 publications

(44 citation statements)

References 74 publications

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“…Thus, the study bridges a significant gap in extant influencer marketing literature (Taylor, 2020;Campbell and Rapp Farrell, 2020;Mart ınez-L opez et al, 2020;Lou and Yuan, 2019) and tourism marketing studies revolving around blogs and social media (Mariani et al, 2016(Mariani et al, , 2018(Mariani et al, , 2021Xu et al, 2021;Gretzel, 2018;Xu and Pratt, 2018;Torabian and Rai, 2016;Chen et al, 2014) by proposing both a conceptual and an empirical contribution.…”

Section: Influence Of Food Blog Engagementmentioning

confidence: 80%

Not just food: Exploring the influence of food blog engagement on intention to taste and to visit

Mainolfi

Marino

Resciniti

2021

BFJ

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PurposeThe present study investigates the impact of perceived enjoyment, blogger credibility and homophily on readers' engagement. Moreover, the study investigates the role exerted by blog engagement on intentions to follow blogger's recommendations. Despite the growing relevance of these issues, past studies have neglected the relevance of a joint analysis of such dimensions within the context of food blogs.Design/methodology/approachThe empirical research builds on an online survey with a sample of 821 blog readers (353 Italian and 468 American). The proposed model was tested through structural equation modelling.FindingsResults from a survey on Italian and American consumers show that perceived enjoyment and homophily have a significant effect on blog engagement, which, in turn, positively influences both intention to taste and visit. Moreover, blogger credibility does not show a significant influence on blog engagement for Italian and American followers.Originality/valueThe study contributes to a better understanding of the influence exerted by blog engagement on intention to follow blogger's recommendations. The study also examines perceived enjoyment, credibility and homophily as antecedents of engagement, which have not been extensively researched in the past with respect to food blogs.

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Section: Influence Of Food Blog Engagementmentioning

confidence: 80%

Not just food: Exploring the influence of food blog engagement on intention to taste and to visit

Mainolfi

Marino

Resciniti

2021

BFJ

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“…One of them is the popularity of vlog content among the public and in various fields, with 74.3% of users [4]. You-Tube vlog content categories include frame aesthetics, video editing, fandom, humor, and travel experiences [7]. Travel vlogs are videos that share narration and images of travel experiences.…”

Section: Introductionmentioning

confidence: 99%

How Travel Vlogs on YouTube Influence Consumer Behavior: A Use and Gratification Perspective and Customer Engagement

Silaban

Chen

Nababan

et al. 2022

Human Behavior and Emerging Technologies

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YouTube is one of the emerging technologies that impact consumer behavior. In the tourism sector, travel video blogs (travel vlogs) have become increasingly popular since they are highly influential in influencing travel behavior. Similarly, YouTube travel vlogs are highly engaging and provide consumers with destination experiences. This study determines how consumer behavior expressed through emerging technologies, such as travel vlogs on YouTube, can influence travel intention and electronic-Word of Mouth (e-WOM) behavior. By incorporating the use and gratification (U&G) perspective, this study examines the role of information seeking and entertainment as motivational factors for watching travel vlogs as a source of satisfaction. It will, in turn, lead to a greater degree of engagement. The current study investigated the emotional and presence aspects of travel videos to determine engagement. To evaluate the research hypothesis, we collected data from 300 respondents who had traveled to a destination after watching a travel vlog. We tested the hypothesis by utilizing structural equation modeling, a feature of the Smart-PLS 3.0 software. The results indicate that consumer motivations for watching travel vlogs, including the desire for information and entertainment, significantly impact customer engagement, both emotion and presence. Customers who are emotionally engaged and perceive travel vlogs as having a high presence will significantly affect their travel intention behavior and influence them to share e-WOM. In addition, the current study provides insight into tourism managers and academics on how travel vlogs as emerging technologies influence consumer behavior.

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“…Some scholars point out that image perception has become one of the most necessary factors in tourists’ decisions ( Huete-Alcocer et al, 2019 ). In addition, there is growing scholarship on the role of short videos in forming the image of tourist destinations, including the functions of short videos in such image building ( Jie, 2019 ), the psychological and behavioral intentions that short videos can trigger ( Li et al, 2020 ; Liu and Yan, 2021 ; Xu et al, 2021 ), and the positive effects of the image cultivated by tourist videos on potential tourists’ intention to visit ( Kim et al, 2018 ; Li et al, 2021 ). Short videos can meet consumers’ needs for personalized and video-based content sharing and expression, and the proportion of user-generated videos uploaded to short-video platforms has reached 42.8% ( Zhang and Tan, 2022 ).…”

Section: Introductionmentioning

confidence: 99%

The effects of perception of video image and online word of mouth on tourists’ travel intentions: Based on the behaviors of short video platform users

2022

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This research discusses the impact of the perception of video images and online word of mouth on tourists’ travel intentions. A survey of 390 users who watched travel videos on short-video platforms was conducted using structural equation modeling. The results are as follows. First, the perception of video images can significantly affect tourists’ intention to visit the destinations. Second, as a mediating variable, online word of mouth can enhance the positive effects of the perception of video images on tourists’ travel intentions. Third, gender had a positive moderating effect, which was particularly obvious in the relationship between the perception of video images and online word of mouth. This research provides a theoretical basis for the utility of tourism-related short videos, which can help stimulate tourists’ intention to visit promoted destinations.

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Reaching audiences through travel vlogs: The perspective of involvement

Cited by 72 publications

References 74 publications

Not just food: Exploring the influence of food blog engagement on intention to taste and to visit

Not just food: Exploring the influence of food blog engagement on intention to taste and to visit

How Travel Vlogs on YouTube Influence Consumer Behavior: A Use and Gratification Perspective and Customer Engagement

The effects of perception of video image and online word of mouth on tourists’ travel intentions: Based on the behaviors of short video platform users

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