| Author: | Liu, Yuan |
| Title: | Unraveling the underlying mechanism between travel vlog quality and viewers’ post-watching behavioral intention |
| Advisors: | Leung, Daniel (SHTM) |
| Degree: | DHTM |
| Year: | 2024 |
| Subject: | Video blogs Online social networks Social media Tourism -- Social aspects Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | x, 150 pages : color illustrations |
| Language: | English |
| Abstract: | The widespread adoption of social media with user-generated content has revolutionized how people access travel information. Video-sharing social networks have provided travelers with more visually appealing, engaging, and easily digestible travel vlogs. This form of content is particularly effective in capturing the interest and resonating with travelers, thereby exerting a tangible influence on their travel decisions. Moreover, through online travel vlogs, travelers can gain access to authentic experiences and interactions with fellow travelers, which helps them make more informed travel choices, especially when reputable and trustworthy vloggers create the videos. However, the development of social media has resulted in an overwhelming amount of information for users, including a growing volume of video-based content. As an open-source platform, social media needs more quality assurance mechanisms, leading to unfiltered and inconsistent information quality. This information overload poses a challenge for users with limited information processing capabilities. Simultaneously, vloggers, video platforms, and marketers urgently need a standard to evaluate vlog quality, aiding in producing, promoting, and sponsoring high-quality travel vlogs to attract attention and generate marketing impact. This research adopts a mixed-methods approach to identify and validate the factors influencing travel vlogs and understand the relationship between travel vlog quality and viewers' post-watching behavioral intention. The study consists of two research studies. The first study is a qualitative exploration of the factors influencing travel vlog quality. It involves in-depth interviews with 19 volunteers from 13 cities, selected to ensure diversity. The second study is a quantitative validation of a research model guided by the Stimulus-Organism-Response (S-O-R) model. This model includes five key constructs: travel vlog quality, imagination towards traveling the reviewed subject, intention to bookmark the travel vlog, intention to share the travel vlog, and intention to visit the reviewed subject. The second study had a sample size of 648. Study one identified 19 factors in content-related cues, video-related cues, style-related cues, and curator-related cues as impactors for travel vlog quality. Study two confirmed that 12 of 19 factors significantly influenced travel vlog quality by formative measurement model. These 12 factors include information comprehensiveness, information uniqueness, information accuracy, content presentation style, use of storytelling, vlogger's empathy, vlogger's responsiveness, vlogger's trustworthiness, vlogger's expertise, vlogger's popularity, vlogger's physical attractiveness, and vlogger's perceptual similarity. In study two, by confirmatory factor analysis and structural equation modeling, hypotheses H1 to H4 are confirmed: (1) Travel vlog quality has a positive influence on imagination towards traveling the reviewed subject; (2) Imagination towards traveling the reviewed subject has a positive impact on Intention to bookmark the travel vlog; (3) Imagination towards traveling the reviewed subject has a positive impact on Intention to share the travel vlog and (4) Imagination towards traveling the reviewed subject has a positive impact on Intention to visit the reviewed subject. This research provides a comprehensive understanding of the travel vlog quality and its impact on post-watching behaviors, offering valuable insights for academics and practitioners. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7870.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.76 MB | Adobe PDF | View/Open |
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