International Journal of Research Studies in Management
Special Fall Issue of Tourism Educators and Movers of the Philippines
2021 Volume 9 Issue 3
Available Online: 1 October 2021
Author/s:
Abad, Princess Elisha S.
Lyceum of the Philippines University Batangas, Philippines (prncssabad08@gmail.com)
Borbon, Noelah Mae D.*
Lyceum of the Philippines University Batangas, Philippines (nmdborbon@lpubatangas.edu.ph)
Abstract:
Travel vlogs are thought to have shaped destination credibility and effectively strengthened a perceived destination image. Opinions, reviews, and a live journey create a lifelike experience that encourages the desire to visit a location. The purpose of this research is to look into the possibilities of travel vlog inputs for destination marketing. The research was carried out among the residents of Sta. Cruz, Laguna in a descriptive-correlational method; the descriptive design provided an overview of actual cognition, feelings, and actions within the group while the correlational approach was used to assess the relationship between the factors affecting travel decision-making process and tourists’ destination choice. A researcher-made questionnaire was utilized to determine the degree of influence for each variable. Results indicated that with regards to travel-related decisions, people tend to be impacted by travel vloggers more especially in terms of the perceived credible information. Further, the findings revealed that vloggers had a significant impact on people’s decision to travel in terms of cognitive, emotional, and epistemic values. Furthermore, there is a strong link that suggests that the better the travel-related decisions, the better the destination choice. Finally, the research developed a destination model that recommends an effective strategy for Laguna Tourism in preserving and improving destination attributes.
Keywords: credibility, destination choice, influencers, travel decision-making process
DOI: https://doi.org/10.5861/ijrsm.2021.m7729
Cite this article:
Abad, P. E. S., & Borbon, N. M. D. (2021). Influence of travel vlog: Inputs for destination marketing model. International Journal of Research Studies in Management, 9(3), 47-66. https://doi.org/10.5861/ijrsm.2021.m7729
*Corresponding Author