The Role of Travel Vlogs on Consumer Engagement towards Destination Visitation

Abstract

Travel vlogs are getting popular but it is unclear how the consumer gets into it. This study investigates how consumers engage with travel vlogs and intend to travel. By incorporating the use and gratification theory (UGT), this study examines the motivational factors (information seeking and entertainment motivation) as a source of gratification and how this social media is completing their needs according to their preferences. It will lead to a greater degree of engagement and create an online destination image. The current study investigated the emotional and social attractiveness features of travel videos to govern engagement. To assess the research hypothesis, we collected data from 320 respondents who had traveled to a destination after watching a travel vlog. The data was analyzed by applying structural equation modeling, a feature of the Smart-PLS 3.0 software. The results specify that authentic information and entertainment from watching travel vlogs will impact consumer engagement. Specifically, emotional attachment and social attractiveness play an important role. Customers who are emotionally engaged and perceive travel vlogs as having a high presence will significantly affect their travel intention behavior. The study empirically demonstrates that optimal watching experiences of travel vlogs can enhance customers' cognitive, emotional, and behavioral responses, ultimately influencing their behavioral intentions toward destinations.

Keywords: Travel Vlog, Information Seeking, Satisfaction, UGT, Customer Travel Intention, Destination Image.