| Author: | Liao, Ziling |
| Title: | What makes a useful travel vlog? Developing and testing a travel vlog adoption model |
| Advisors: | Leung, Daniel (SHTM) |
| Degree: | M.Sc. |
| Year: | 2022 |
| Subject: | Tourism -- Marketing Vloggers Video blogs Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | 63 pages : illustrations |
| Language: | English |
| Abstract: | More and more people start to record their life through the digital devices and this phenomenon extends to the tourism industry. The travel brands and companies discover the marketing potential of the travel vlogs, where the tourists generated own content and share with the mass media. The audiences perceived the videos are more trustworthy compared with brand generated content, which explains the marketing advantage of travel vloggers’ generated content. However, the pain point for the audiences is to sort useful vlogs out of the thousands and thousands of videos and the author has not found any travel vlog research targeting to the travel vlog usefulness, thus the author develops the study upon the Sussman and Siegal’s information adoption model, which divide antecedents into travel vlog content quality and travel vlogger’s credibility. The study adopts the semi-structured interview of 18 participants to find out the major antecedents in affecting the travel vlog content qualityand travel vloggers’ credibility. Besides, the constructed travel vlog adoption model was tested by confirmatory factor analysis and it shows adequate reliability and validity. The study further tests the hypothesized relationship of proposed structural model, where the two hypotheses be rejected (the content comprehensiveness has a positive effect on travel vlog content quality and perceived expertise has positive effect on travel vlogger credibility). The travel vlog adoption model has been confirmed as visual aesthetics and narrative structure positively affect the travel vlog content quality, at the same time the perceived trustworthiness and perceived similarity of travel vloggers has positive relationship with the travel vloggers’ credibility. Among the antecedents contributing to the travel vlog usefulness, the travel vlog content quality plays significant role. The study has made significant theoretical contribution on exploring from travel vlog usefulness perspective, developing the travel vlog adoption model, and extending its correlation with travel intention. Practically, this study also offers an insight for tourism company to pay attention on the travel vlog content quality, especially the visual aesthetics of travel vlog content. At the same time, the tourism brands do not necessarily need industry experts to promote the products instead the trustworthy travel vloggers are more reliable for majority audiences. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6867.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.1 MB | Adobe PDF | View/Open |
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