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Travel vlogs influencing tourist decisions: information preferences and gender differences

Wenyi Cheng (Faculty of Education, University of Hong Kong, Pokfulam, Hong Kong)
Ruwen Tian (Faculty of Education, University of Hong Kong, Pokfulam, Hong Kong) (Department of Information Systems, City University of Hong Kong, Kowloon Tong, Hong Kong)
Dickson K.W. Chiu (Faculty of Education, University of Hong Kong, Pokfulam, Hong Kong)

Aslib Journal of Information Management

ISSN: 2050-3806

Article publication date: 6 January 2023

65

Abstract

Purpose

As independent travel has become increasingly popular in recent years, factors influencing users’ attitudes and behaviors should be explored. Besides, the rise of video platforms like YouTube, Bilibili and TikTok has led to the flourishing of user generated content (UGC), among which travel vlogs have become convenient and essential references for tourists before and while they travel on their own.

Design/methodology/approach

This research used quantitative analysis through a survey designed for young people, as most vlog viewers are in those age groups, to explore the attitudes and perceptions of vlog preference, attitudes and cognizance of travel vlogs among different gender, guided by the decision-making theory and preference theory with 455 participants.

Findings

Survey results showed that both genders have common choices regarding travel vlog preference, attitudes, sharing and cognizance. Yet, gender differences appear in some cognition of travel vlogs and specific preferences, such as information searching habits, trusty travel and information sources.

Originality/value

Existing studies focus on the influence of platforms on users, but scant studies focus on user perceptions of vlogs as a new information carrier for young people in East Asia, especially regarding gender differences, which is crucial in media-based marketing. This research provides practical suggestions to marketers and vloggers to attract and engage different genders of young people and theoretical implications on decision and preference theories.

Keywords

Citation

Cheng, W., Tian, R. and Chiu, D.K.W. (2023), "Travel vlogs influencing tourist decisions: information preferences and gender differences", Aslib Journal of Information Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/AJIM-05-2022-0261

Publisher

:

Emerald Publishing Limited

Copyright © 695814, Emerald Publishing Limited

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