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Advertising value of vlogs on destination visit intention: the mediating role of place attachment among Pakistani tourists

Amir Zaib Abbasi (IRC for Finance and Digital Economy, KFUPM Business School, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia)
Carsten D. Schultz (Faculty of Business Administration and Economics, University of Hagen, Hagen, Germany)
Ding Hooi Ting (Department of Management and Humanities, Universiti Teknologi PETRONAS, Seri Iskandar, Malaysia)
Faizan Ali (School of Hospitality and Tourism Management, Muma College of Business, University of South Florida, Sarasota, Florida, USA)
Khalil Hussain (Department of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology – Islamabad Campus, Islamabad, Pakistan)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 4 August 2022

Issue publication date: 30 November 2022




Drawing on Ducoffe’s advertising value model, this study aims to integrate additional constructs (credibility, fantasy and visual appeal) as important antecedents to the perceived advertising value of vlogs. The study also examines the mediating role of place attachment between perceived advertising value and intention to visit a destination.


A total of 267 valid online questionnaires were collected among Pakistanis who (regularly, frequently, weekly or at least monthly) watch vlogs of tourist places on social networking sites and YouTube.


The empirical results using the partial least squares structural equation modeling approach show that informativeness, entertainment and credibility have significant positive effects, whereas irritation negatively impacts advertising value. The study also supports the positive effect of advertising value on visit intention and the mediating role of place attachment.


These findings reinforce a paradigm shift in advertising building on personal credibility, experiences and trustworthiness. This study contributes to the line of research that links promotional activities, destination image, tourists’ attitudes, visit intention and behavior.


本研究借鉴 Ducoffe 的广告价值模型, 将其他构念(可信度、幻想和视觉吸引力)作为感知视频博客广告价值的重要前提。该研究还考察了地方依恋在感知的广告价值和访问目的地的意愿之间的中介作用。


本研究在社交网站和 YouTube 上(定期、频繁、每周或至少每月)观看旅游视频博客的巴基斯坦游客中收集了 267 份有效的在线问卷。


使用 PLS-SEM 方法的实证结果表明, 信息量、娱乐性和可信度具有显着的积极影响, 而刺激则对广告价值产生负面影响。该研究还支持广告价值对访问意愿的正向影响以及地方依恋的中介作用。





Abbasi, A.Z., Schultz, C.D., Ting, D.H., Ali, F. and Hussain, K. (2022), "Advertising value of vlogs on destination visit intention: the mediating role of place attachment among Pakistani tourists", Journal of Hospitality and Tourism Technology, Vol. 13 No. 5, pp. 816-834.



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