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Innovative modern technologies are utilised in the hospitality and tourist industry to attract prospective consumers. Travel vlogs have emerged as a type of visual travel blog which includes information regarding tourist destinations, accommodation, cuisine, touristic activities, mode of accessibility, etc. The current study aims to investigate the influence of vlogger credibility on triggering the tourist intention to visit an eco-tourism destination.

The present study is a quantitative study, and it was conducted by surveying 218 respondents. A structured, close-ended and self-administrated questionnaire was used to collect data from the respondents.

The findings indicated that vlogger trustworthiness, expertise and attractiveness significantly impact Bangladeshi tourists' intention towards visiting an eco-tourist destination.

The present study has several theoretical and practical contributions. Theoretically, the research framework illustrated how the vloggers' trustworthiness, expertise and attractiveness on Bangladeshi tourists' visit intention to eco-tourist destinations. Practically, tourism industry practitioners, particularly destination marketers, will get benefit from the present study.

Despite entrepreneurial linguistic style gaining increased attention in entrepreneurship studies, the field for digital vlogger entrepreneurs still lacks a comprehensive understanding of how linguistic patterns enhance audiences attitude and behaviour. This study aims to propose a conceptual model of “language-mental imagery-attitude-behaviour model” that leads to the examination of rich sensory language style of food travel vlogger entrepreneurs and its persuasive effect on audiences' attitude and behavioural intention.

The present study utilises a stimulus-based survey method that involves a sensory-rich vlog script extracted from a high social media engagement authentic vlog. Data are collected through an online questionnaire distributed to a sample of 355 participants via the Amazon Turk mechanism. The study employs confirmatory factor analysis and structural equation modelling to test the proposed hypotheses, with the aim of contributing to the advancement of theories of embodied cognition in entrepreneurial language by examining the attitudes and behaviours of audiences exposed to sensory-rich language. The findings of this research provide valuable insights into the effects of sensory-rich language on audience responses and can inform future research on the role of embodied cognition in entrepreneurial communication.

The findings demonstrate that vlogger entrepreneurial sensory-rich linguistic communication style positively influence audiences' attitude, behavioural involvement with food and intention to taste. Visit intention will be enhanced via the mediating effects of attitude, behavioural involvement with food and intention to taste.

This research highlights the significance of sensory-rich language for vlogger entrepreneurs in entrepreneurial communication, digital storytelling and for destination marketing enterprises in creating a digital sensory engagement marketing strategy.

The study contributes to the literature by elucidating the theories of embodied cognition in entrepreneurial communication. By examining the relationships between vlogger communication evoked mental imagery, audiences attitude and behaviours, this study provides novel insights into the effectiveness of sensory-rich language in vlogger entrepreneurial communication and its impact on audience engagement. These findings have important implications for communication scholars and practitioners alike, shedding light on the role of embodied cognition in entrepreneurial language and the potential of sensory-rich language to enhance audience engagement.

This study aims to understand customers’ watching experience with travel vlogs and its impacts on one of the most prominent manifestations of customer engagement behaviors (CEBs) – word-of-mouth (WOM) – and their travel intention. Drawing upon the theory of resonance, this study incorporated both cognitive and emotional aspects of travel vlog watching experience.

Online survey data were collected from 352 participants who have watched travel vlogs over the past 12 months. Partial least squares structural equation modeling (PLS-SEM) was performed for hypotheses testing.

The study results reveal positive impacts of source credibility, inspiration, escapism and self-congruence on WOM, which further leads to travel intention. While source credibility is the strongest predictor of WOM, more factors representing the emotional resonance turn out to be the driving factors of WOM.

This study pinpoints the value of investigating audiences’ vlogs watching experience from a CEB perspective within the tourism setting. Future research is encouraged to explore more types of CEBs in the intersection of social media consumption and travel behaviors.

Travel vloggers need to convey their intrinsic passion and enthusiasm to create an emotional connection with the audiences. Hospitality and tourism marketers are recommended to promote products and services by incentivizing audiences to engage with the travel vlogs.

No prior research integrated vlogs watching experiences, engagement behavior and future travel intention in a tourism setting. This study fills this gap and contributes to the literature on customer engagement, media consumption and marketing.

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。

这些发现强化了基于个人信誉、经验和可信赖性的广告范式转变。本研究有助于将促销活动、目的地形象、游客态度、访问意图和行为联系起来的研究路线。

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.

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.

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.

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.

Applying social learning theory and the source credibility model, this study aims to investigate the impacts of perceived attractiveness, expertise and trustworthiness of YouTube travel vloggers on viewers’ wishful identification and behavioral intention. The study also aims to examine the effects of vlogger gender on viewers’ perception and on their wish to be like the vlogger.

With an online data collection from 402 YouTube travel vlog viewers, a moderated mediation model was tested using multiple linear regression and multivariate nested linear regression.

This study found that physical attractiveness, social attractiveness and credibility of travel vloggers positively affected audience wishful identification, among which credibility had the strongest impact. The effect of the travel vlogger’s social attractiveness on viewer wishful identification was even strengthened when the vlogger and the viewer were of different genders. Wishful identification partially mediated the relationship between vloggers’ attributes and viewers’ behavioral intention. Finally, the finding revealed female vloggers were perceived as more physically attractive than males, whereas male vloggers were assessed as more credible than their female counterparts.

Expanding upon the literature on mass media and social media, this study explains the mechanism of developing intention to imitate the travel vloggers of YouTube viewers. The findings provide tourism and hospitality managers with solution in choosing the most inspirational travel vlogger to influence consumer behavior.

本论文使用社会学习理论和信息可靠性模型来研究YouTube旅游Vlogger感知吸引力、专业知识、和可信赖性对观众的理想化认同和行为意图的影响。本论文还检验Vlogger性别对观众感知和理想化认同的影响。

研究样本数据为402位YouTube旅游vlog观众的在线数据, 采用多重线性回归和多变量镶嵌线性回归来分析调节中介模型。

研究结果表明, 旅游Vlogger的本身吸引力, 社交吸引力, 和可信赖度影响观众的理想化认同, 其中可信赖度占比重最大。旅游Vlogger的社交吸引力对观众的理想化认同影响力加强, 当旅游Vlogger与观众的性别不同时。理想化认同部分调节Vlogger属性与观众行为意图之间的关系。最后, 本论文研究表明, 女性Vlogger比男性Vlogger本身吸引力更大一些, 而男性Vlogger对观众的可信赖程度比女性Vlogger要大一些。

本论文拓展了大众传媒和社交传媒的文献范畴, 解释了YouTube观众如何模仿旅游Vlogger的动机。本论文结果为旅游和酒店管理者们提供了解决方案, 如何选择最有影响力的旅游Vlogger来影响消费者行为。

关键词 旅游vlogger, 、社交媒体, 、影响者营销, 、理想化认同, 、社会学习理论, 、YouTube

文章类型 – 研究型论文

This paper aims to present the authors’ perspectives on the new narrative styles adopted by international millennial travel vloggers during the COVID-19 pandemic. They aim to promote virtual tourism, and the authors present six examples of millennial vloggers. Considering tighter government regulations relating to travel, vloggers have developed novel ways of content creation through “travel writing.”

The authors used narrative analysis to review their sample of vlogs and how specific changes in each vlogging stage are motivated by viewer expectancy.

Millennial vlogger couples are using the YouTube platform to meet the demand for virtual tourism.

This study provides new ways of looking at travel vlogging as an occupation and means of entertainment. However, the current dynamic situation may well lead to further challenges for this kind of research.

The implications relate to the provision of a better understanding of the scope for virtual tourism and how it can lead to new avenues for tourism development.

The authors reviewed millennial vloggers during the COVID-19 pandemic and applied narratology to the vlogs to better analyse the changes caused by the pandemic.

The purpose of this paper is to use the stimulus-organism-response (S-O-R) paradigm to understand how the source characteristics of the local and foreign food vloggers impact perceptions associated with the consumption setting of food vlogs (FVs), that is, experiential value and authentic value, cultivate the experiences of parasocial interaction (PSI) and how they are channelized into behavioral and attitudinal dispositions of food tourists.

Following a survey research design, a sample of 418 participants with an interest in food-related touristic journeys was analyzed. Both Pakistani and foreign FVs about Peshawar, a historic city situated on the ancient silk route, were selected for a common reference point.

The reception of Pakistani and foreign food vloggers differed significantly, implying that source characteristics, especially perceived similarity with the food vlogger, are an essential factor in the case of FVs. FVs’ authentic and experiential values significantly nurtured the experiences of PSI and positively influenced viewers’ evaluation of vlogs. The experiences of PSI cultivated visit intentions towards a destination. However, their relationship with the destination’s food image was not significantly related. The favorable reception of FVs was positively associated with the destination’s food image and visit intentions.

The findings provide tourism and hospitality managers with suggestions on how to appreciate and incorporate the marketability of FVs into their destination marketing campaigns.

This study opens up new avenues of scholarly debate by comparing the local and foreign food vloggers’ source effectiveness in cultivating PSI experiences and resultant attitudinal and behavioral changes. This study adds to the emergent research stream of understanding the food vlogger–viewer relationship through the S-O-R framework.

This paper aims to explore Internet users' lived experiences with video ads, both skippable and nonskippable, while watching content on YouTube.

In-depth interviews were conducted with 22 participants.

The participants unanimously expressed dissatisfaction with YouTube ads. The dissatisfaction was directed to the platform but did not spill over to the advertised brand/product. Ethical concerns related to privacy also emerged. Specifically, with respect to nonskippable ads, the participants expressed dislike for forced viewing and explained how they would engage in extraneous activities during the ads. Nonetheless, they appreciated the flexibility offered by skippable ads. They also elaborated on how, why and when they would skip/not skip skippable ads.

The findings are discussed in light of the literature on not only online advertising but also platform switching versus continuance intention, spillover effect, privacy–personalization paradox and visual attention.

This chapter aims to assess the scope of India's gastronomic tourism post-COVID-19 and discuss the utilisation of vlogs to promote India as a gastronomic destination. First, the evolution of gastronomic tourism is reviewed. Next, opportunities and challenges associated with India's gastronomic offerings, both from international and domestic tourism perspectives, are discussed. Then, the role of vlogging to position and promote India as a gastronomic destination is established. The chapter suggests recommendations for the Ministry of Tourism, Government of India on utilising vlogging to promote gastronomic tourism.