Impact of travel vlogs on the choice of a tourist destination
DOI:
https://doi.org/10.51302/marketing.2024.19399Keywords:
social networks, tourism sector, videoblog, marketing, travel decision, vlogger, digitalizationAbstract
The advance of digitization and the changes that it has generated in the needs of consumers, both in the way of communicating and in the way of absorbing information, have created a new reality to which practically all economic sectors have had to adapt. In the tourism sector, for example, travel vlogs are used as a highly effective communication tool. The main objective of this study is to determine to what extent travel content promoted through social networks influences users’ final destination decision. Other objectives are the analysis of the level of trust that users place in vloggers as sources of information, and to know the possible consequences of the generalized display of this type of content, such as a potential overcrowding of specific tourist destinations. Methodologically, a combination of descriptive and inferential quantitative analysis has been used, based on data from a survey carried out in Catalonia, and qualitative analysis of the results of several in-depth interviews with professionals in the sector and content creators. The research results show that the study participants perceive a high level of utility to travel vlogs as a source of tourism information, so the probability of booking a trip after viewing a vlog is quite high. It is concluded that travel vlogs are considered an efficient information tool for decision-making by users of social networks about their tourist destinations, a trend that will increase in the future.
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