HOW VLOGGING PROMOTES TOURIST DESTINATION IMAGE: CONTENT ANALYSIS OF POPULAR TRAVEL VLOGS FEATURING ROMBLON
Keywords:quantitative content analysis, tourist destination image, e-WOM, travel vlog, influencer
Internet usage has become prevalent in the travel sector. In line with this, travel vlogs have become an effective way for many hospitality and tourist organizations to reach their target demographic and build their brand. Meanwhile, the essence of Electric word of mouth in tourism management is relatively significant. The purpose of the study is to identify the perceived tourist destination image of four selected travel vlogs and their comment feedback on featuring Romblon. The study analyzed the contents of the four vloggers who feature Romblon on their travel vlogs using qualitative research design, specifically content analysis. The study found that vloggers' attractiveness, interactivity, perceived entertainment, and perceived travel utility are positively correlated. Vlog videos have a significant positive effect on travel behavior intent. The study found that travel vloggers had a significant impact on the tourism industry, with some promoting tourist activities across multiple platforms, including films and other media. It was also discovered that e-WOM influences the reputation of the destination, visitors' interest, and level of trust. Meanwhile, the destination image elevates tourist confidence and interest. Overall, the perceived image of the tourist destination had a significant impact on the tourist's overall desire. The content and visual analysis of the videos, as well as audience comments, support the claim that travel vloggers and their respective vlogs play a significant role in the development of an online destination image of a location. More specifically, travel vlogging assists and provides customers with more options for personalizing and customizing their travel plans. Travel vlogs do a lot to help our locals grow their businesses and encourage people to visit different parts of the Philippines.
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