IMPACT OF VLOG MARKETING ON THE

TRAVELING INTENTION OF PEOPLE IN PAKISTAN

By:

Zohaib Zafar

Exam Roll No.:

Registration Number:

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 ABBREVIATIONS

AMOS Analysis of Moment Structure

AVE Average Variance Extracted

CEB Customer Engagement Behaviors

ELM Elaboration Likelihood Model

E-WOM Electronic Word of Mouth

PASW Predictive Analytics Software

PE Perceived Enjoyment

PI Perceived Interactivity

PLS Partial Least Squares

PSI Para Social Interaction

PU Perceived Usefulness

SEM Structural Equation Modeling

SIT Social Identity Theory

SMIs Social Media Influencers

SPSS Statistical Package for the Social Sciences

TPB Theory of Planned Behavior

TRA Theory of Reasoned Action

UGT Uses and Gratifications Theory

VA Vlogger Attractiveness

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 EXECUTIVE SUMMARY
Vlog marketing has become one of the most trendy and reliable source of sharing and
receiving information through digital platforms. It adopts a two-way communication
technique in which vloggers discuss their personal experiences and answer of their viewers.
Data was gathered by self-made questionnaires, and the study used a quantitative analysis
approach with a descriptive-correlational research design. In vlog marketing, the dependent
variable was traveling intention, while the independent variables were vlogger
attractiveness, perceived enjoyment, perceived interactivity, perceived usefulness, and E-
WOMs. Regression analysis, correlation analysis, reliability analysis, and validity analysis
were the four data analysis techniques that were applied, with a sample size of 100 to
reduce errors.
According to the study's findings, independent factors can account for about 70.7% of the
variation in traveling intention. This implies that characteristics like perceived enjoyment
and other elements have an impact on people's travel intentions, which can be useful for
creating efficient marketing plans for the tourism sector. The study backs up results that
vlogger attractiveness alone does not always translate into successful branding unless
vloggers are able to forge positive parasocial interactions (PSI) with their audience. In order
to successfully promote goods or services, it is crucial for vloggers to concentrate on
creating a positive parasocial engagement with their audience.
The knowledge acquired from this study can help managers in the tourism sector better
understand the wants and needs of their clients and develop more successful marketing
plans to draw in and keep tourists. This study advances our knowledge of vlogs as a
marketing tool for the travel and tourism sectors and offers perspectives that practitioners
and scholars may use to guide future research and development in the area of tourism
marketing.

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 CHAPTER 1
INTRODUCTION

Background of the study

The way people make and share stuff on social media has changed a lot because of new
technology. People like content that has pictures, sound, and cool designs all mixed together.
Video blogs, or vlogs, have become really popular for this. They're like video diaries where
people talk about their lives and chat with their viewers. Short video bloggers, especially, love
sharing their travel adventures on sites like YouTube and Instagram. These videos are
interesting because they're based on real experiences, not just made-up stuff. Some people on
social media, like influencers, have become super famous for talking about things like healthy
living, cooking, fashion, and travel. The internet has made it easy for everyone to share their
travel stories, which has changed how companies advertise trips. People trust vloggers who
share real experiences more than those who just show perfect, edited videos. When people want
to achieve something, like traveling, they need a few things: they need to want it, have the
money for it, and have a positive attitude.

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Problem statement
Since the rise of vlogs, many influencers have emerged on social media platforms like YouTube,
Facebook, Instagram, and TikTok to share their personal experiences. Recently, it has been
observed that numerous Pakistani influencers have their own travel channels where they share
their journeys, some even securing sponsorships from travel agencies. However, the true impact
of vlog marketing remains uncertain, particularly regarding its influence on people's travel
intentions.
According to Upadhyaya (2022), there is a lack of clarity on what factors influence people's
desire to travel. Often, companies misunderstand vlog marketing by collaborating with
influencers who may not have an audience interested in travel. Travel intention is influenced by
various factors such as the vlogger's attractiveness, perceived enjoyment, perceptual interactivity,
perceived usefulness, and electronic word-of-mouth (E-WOM).
Moreover, there is a notable absence of research conducted in Pakistan on this subject. Therefore,
this thesis aims to comprehensively evaluate the effects of vlog marketing on people's travel
intentions in Pakistan. The objective is to develop a study model that examines the impact of
vloggers' attractiveness, perceived enjoyment, perceptual interactivity, perceived usefulness, and
E-WOM on individuals' travel intentions.
Research question

The present study centers on six variables: travel intention, vlogger attractiveness,
perceptual interactivity, perceptual enjoyment, perceived usefulness, and electronic word-
of-mouth (E-WOM). To align with the study's objectives, the following research questions
have been proposed:

a) Which factors influence the consumers’ intention to travel?

b) Does Vlog marketing impact traveling intention of people in Pakistan?

Research objectives

The primary aim of this study is to investigate how vlog marketing influences viewers'
intentions to travel. The specific objectives include:To assess the impact of a vlogger's
attractiveness, perceived interactivity, perceived enjoyment, perceived usefulness, and E-
WOM on traveling intention.
To examine the impact of traveling Vlog on consumer Traveling intention in Pakistan.

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Research Hypothesis

H1: Vloggers’ attractiveness has a significant positive impact on users’ travel intention

H2: Perceived interactivity has a significant positive impact on consumers' travel intentions.

H3: Perceived enjoyment has a significant positive effect on users' travel intention.

H4: Perceived usefulness has a significant positive impact on users' travel intention

H5: E-WOM has a significant positive impact on users' travel intention

Scope and Significance of Study
Vlogs are great for explaining things visually, and people trust vloggers for their genuine
content on social media. This study is super helpful for both travel companies and people
planning trips to Pakistan. It also gives tips to influencers who want to make cool videos like
vlogs. Travel companies can use vlogs to see how many people enjoy watching them and use
them to plan their vacations. This helps them figure out the best way to advertise to their
audience, whether it's through vlogs, social media, or word-of-mouth.
The study also helps companies understand how videos can convince people to buy things or
travel. By knowing what viewers like about vlogs, companies can make better content that
people enjoy, leading to happier customers and more sales. Understanding what people like in
videos can help companies make smarter advertising decisions.

Limitation of study
The purpose of this study was to look into the impact of Vlog Marketing on people's travel
intentions in Pakistan. The study's limitations are as follows:
Sample size: The sample size used in the research may not be large enough to represent the
entire population of people in Pakistan.
Sample bias: The sample used in the research may not be representative of the entire
population, leading to sample bias.
Limited generalizability: The findings could be applicable solely to the population and
setting examined, and may not be generalizable to other groups or locations.
Self-reported: The data collected through the questionnaire may be subject to social
desirability bias or other forms of response bias.

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 CHAPTER II

RELATED LITERATURE AND THEORETICAL FRAMEWORK

Vlog marketing
Due to the rising popularity of vlogs, many companies prefer collaborating with YouTube
creators instead of traditional TV celebrities for advertising their products and services. This is
because the budget required for working with a YouTuber is usually lower than that of hiring a
celebrity. Travel vlogs typically feature informal discussions by the vlogger along with footage
of the destinations they visit. Chen et al. (2021) noted that each YouTuber offers a unique
perspective and presentation style on tourist attractions, which can enhance the motivation of
potential visitors. Travel vlogs have the potential to sway travelers' purchasing decisions based
on their trust in the vloggers.
Moreover, Tolunay and Ekizler (2021) categorized vlog marketing into different strategies
aimed at influencing viewer intentions. They identified two key factors: the value of vlog
content in terms of providing information and entertainment, and the expertise of the vlogger,
which includes authoritative knowledge and engaging interactions.
Social influence theory:
The concept of social influence, rooted in psychology, explores how people's behaviors and
attitudes are shaped by their social surroundings. Individuals may adopt the beliefs and actions
of others due to factors like social pressure, intellectual influence, and cognitive dissonance.
This notion highlights how people can be influenced by their social environment, leading them
to adjust their attitudes or behaviors to align with a particular group.
As described by Aslam et al. (2021), social influence theory is intricate and multifaceted,
aiming to elucidate the diverse ways in which people's beliefs and actions are impacted by their
social context.
Pal (2022) delved into social influence, examining how external factors can influence behavior,
whether at a group or individual level. Our beliefs, emotions, and actions are shaped through
ongoing social interactions, both directly with family and friends, and indirectly through
exposure to media. Consequently, external factors play a significant role in shaping our
thoughts and behaviors, influencing our responses to various situations.

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Social identity theory:
The theory has sparked extensive research across various topics, including the formation of
group identity, the underlying motivations for identification, the flexibility in switching
between different social identities, and the effects of identity on individuals, groups,
institutions, and socially constructed collectives. Tajfel and Turner (2004) described Social
Identity Theory (SIT) as a theory in social psychology aiming to explain how people develop
their sense of self and identity through their involvement in social groups.
Hornsey (2008) highlighted Social Identity Theory as one of the earliest social psychology
theories to recognize that groups occupy distinct positions within a hierarchy of authority and
influence. It acknowledges that intergroup actions are driven by individuals' ability to evaluate
and identify alternative options to the existing social order.

Uses and gratifications theory

Lichtenstein and Rosenfeld (1983) elucidated the uses and gratifications theory, which posits
that individuals actively select and utilize media to fulfill their psychological, social, and
cultural needs. People seek out media that offers information, emotional stimulation, personal
satisfaction, and social interaction. This theory underscores that media users are not passive
recipients, but rather proactive individuals who choose and interpret media content in ways that
hold significance for them.

Social cognitive theory

SCT, or Social Cognitive Theory, aims to explain how individuals utilize control and
reinforcement to manage their behavior in pursuit of sustainable, goal-oriented actions.
Initially, five concepts were developed within the framework of Social Learning Theory (SLT),
and the concept of self-efficacy was later incorporated as SCT evolved, as outlined by
Compeau et al. (1999). Bandura (1986) emphasized that individuals are active agents capable
of exerting control over their own actions, rather than being passive recipients of environmental
influences. Human cognition and behavior are influenced by four primary components,
including observational learning, self-regulation, cognitive processing, and self-efficacy.

Elaboration Likelihood Model (ELM)

Petty and Cacioppo (1986) introduced the Elaboration Likelihood Model (ELM) as a dual-
process persuasion theory that explains how individuals process information and determine
whether to alter their attitudes toward an issue. According to the ELM, there are two routes to
persuasion: the central route and the peripheral route.

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Theory of planned behavior (TPB)
Ajzen (1991) presented a paradigm that utilizes three key components to forecast and elucidate
human behavior. These components consist of an individual's attitudes towards the behavior,
their perception of social norms associated with the behavior, and their confidence in their
ability to execute the behavior, commonly known as the Theory of Planned Behavior (TPB).
Subjective norms reflect an individual's perception of social pressure, while perceived
behavioral control indicates the ease or difficulty of performing the activity.

Traveling intention
According to Jiang et al. (2022), an individual's decision to travel and their destination choice is
influenced not only by their personal preferences but also by their understanding of and ability
to manage risks associated with tourism, previous travel experiences, and the opinions of
significant others or groups during decision-making. Factors such as personal preferences,
expectations, motives, and tourist satisfaction, along with destination marketing efforts and other
factors, play significant roles in shaping travel intentions. Previous studies suggest that, in
addition to knowledge and experience, travel intentions are influenced by how information is
presented, to whom it is directed, and the platform used for delivery.
As outlined by Khoa et al. (2021), the ability to share content can impact a customer's decision
regarding a destination. Short videos are increasingly shared more frequently than blog posts,
providing new avenues for disseminating and promoting tourism-related information. Zhao et al.
(2022) further demonstrate how the tourism industry's approach to information dissemination
has evolved to align with contemporary trends, aiming to attract more travelers' attention to
tourism-related information.
Social media influencer
Zhou et al. (2021) pointed out that Social Media Influencers (SMIs) encompass individuals
who share information about products, fitness, and behaviors across various social networking
platforms. These influencers may identify themselves as vloggers, bloggers, traditional
celebrities, or virtual influencers with expertise in diverse niches such as business, fashion,
academia, and more. Purwandari et al. (2022) defined social media as a platform that
facilitates global connectivity, rapid information sharing, and the broadening of our
perspectives.
According to Sun (2021), the credibility of social media influencers derives from their
significant following within a specific domain, enabling them to sway their followers'
decisions. Thomas (2021) emphasized the influence of vloggers on tourists' perceptions of
destinations and experiences through their content, including their personality, appearance,
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and perceived expertise. Audiences are more inclined to trust and follow bloggers and
vloggers who are perceived as authentic, knowledgeable, engaging, and who provide a unique
viewpoint on travel.

Tourism Intention and influencing Factors

According to Khoa et al. (2021), a significant number of Generation Z travelers rely on

recommendations from social media platforms when planning their trips. They found that
people are particularly influenced by exposure to new destinations and valuable content,
especially when the information comes from trusted sources like prominent vloggers or
recommendations from their social circles. Vloggers who possess appealing qualities and share
characteristics with their target audience are more likely to captivate and sway the sentiments
of their audience.

Electronic Word of Mouth (E-WOMs)

According to López and Sicilia (2014), the Internet has significantly broadened the potential
influence of others' opinions. It has transformed customer communication by offering a
platform for sharing ideas and feedback. Customers' opinions are now accessible to a global
audience through the internet, a phenomenon often referred to as electronic word-of-mouth
communication.

Vlogger attractiveness
Vlogger attractiveness refers to the personality traits and qualities that make vloggers
appealing, charismatic, and relatable to their audience. Research by Hikmawati (2019) suggests
that viewers tend to perceive greater social influence from vloggers who are rated as more
attractive, even when other factors such as expertise and similarity are taken into account.

Research Gap
Many studies have examined how travel vlogs influence consumer behavior, such as purchase
intention, word-of-mouth, and travel intention. However, these studies often have limitations
that make it challenging to apply their findings to different populations or types of content. For
example, some studies focus only on specific social media platforms or samples of respondents,
while others do not consider the impact of different types of products or services endorsed by
vloggers. Additionally, the generalizability of findings may be uncertain, as some studies only
involve specific populations or focus on particular aspects of vlogging, such as the influence of
vlogger attitudes or the impact of sponsorship disclosure. Future research could address these
limitations to better understand how travel vlogs influence consumer behavior

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Theoretical Framework

Theoretical framework on independent and independent variables i.e. vlog marketing and
travel intention respectively.

Independent Variables Dependent Variable

Vlog Marketing

Vlogger
Attractiveness

Perceived
interactivity
Perceived
Enjoyment Traveling Intention

Perceived
Usefulness

E-WOM

Source: Y. Chen et al. (2021), Abubakar (2016)

The theoretical framework of the study titled "Impact of vlog marketing on the traveling
Intention of people in Pakistan" outlines Vlog Marketing as the independent variable.
This includes factors such as vloggers' attractiveness, perceptual interactivity, perceived
enjoyment, perceived usefulness, and electronic word-of-mouth (E-WOM).
The dependent variable is travel intention. This framework highlights the substantial influence
that travel vlogs may exert in inspiring and motivating viewers to travel, providing a valuable
structure for examining the various factors influencing viewers' intentions to travel. Operational
Definition of Variables

Vlogger’s attractiveness
According to Abubakar and İlkan (2016), visual content represents a contemporary form of video
marketing where creators utilize storytelling and audio support to share their experiences with
products or services across various social media platforms. Vlogs are categorized into several
genres based on their content, encompassing personal life, beauty, sports, food, travel, and
entertainment vlogs.
Perceived interactivity

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Cyr et al. (2009) described perceived interactivity as a characteristic of vlogs that enables viewers
to engage with vloggers while they create videos or discuss topics within their content.
Perceived enjoyment
Atombo et al. (2017) defined perceived enjoyment as the degree of pleasure or entertainment
experienced by viewers while watching travel vlogs. This could involve enjoying the scenery,
discovering new destinations, or being entertained by the personality of the vlogger.
Perceived usefulness
Abdullah et al. (2016) explained that the perceived usefulness of travel vlogs refers to the extent
to which viewers believe these vlogs provide educational and practical value when making
travel-related decisions. This might involve learning about the best travel deals, gaining insider
tips on destinations, or discovering new places to visit.
E-WOM
Bayazıt et al. (2017) discussed the emergence of social media marketing and emphasized the
significant role of electronic word-of-mouth (E-WOM) in firm marketing strategies. Baltes and
Smelser (2015) defined E-WOM as credible sources that can influence viewers' travel intentions.
Traveling intention
According to Jiang et al. (2022), an individual's choice to travel and their destination selection is
shaped not just by their personal preferences, but also by their understanding of and ability to
manage risks related to tourism, their past travel experiences, and the opinions of other
influential individuals or groups during the decision-making process.

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 CHAPTER 3
Research Methodology

RESEARCH METHODS

The objective is to investigate the impact of vlog marketing on the intentions of social media users. Each
proposed solution must align with the study's objectives and assess the reliability of pertinent factors. A
quantitative analysis method is employed to gather results. Questionnaires were created and distributed
to participants to collect data. The survey was self-administered, and conclusions were solely based on
the data and information provided by the sampled respondents..

Research design

The research was categorized as descriptive-correlational, employing a survey method with self-
designed questionnaires for data collection. The study encompasses dependent variables within
vlog marketing, including dimensions such as vlogger attractiveness, perceived interactivity,
perceived enjoyment, perceived usefulness, and electronic word-of-mouth (E-WOM).
Meanwhile, the independent variable is the intention to travel.

Population and Sample

Using a GeoPoll tool, the research sample size of 100 respondents was determined for a
population of 240,000,000 in Pakistan in 2022, with a 95% confidence level and an expected
margin of error of 5%.

Data Collection
Samples were gathered from social media users who viewed traveling vlogs, with a sample size
of 100 chosen to mitigate the risk of significant error. The survey instrument comprised five
sections covering respondent demographics, social media usage, travel motivations, preferred
vloggers, and travel intentions. To enhance validation, the questionnaire commences with the
inquiry: "Has your decision to travel been influenced by vlogs?"
Research Instrument
To efficiently conduct the research and gather requisite data, a questionnaire was developed. A
questionnaire is defined as "a systematic method for data collection consisting of a series of
written inquiries that a respondent completes" (Nunan et al., 2016). Following testing and
validation, the questionnaire was deployed online for participants to fill out. The Google form
was disseminated across various social media platforms, including Facebook Messenger,

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Instagram, Viber, WhatsApp, and email. This network selection aimed to reach individuals of
diverse ages and educational backgrounds. Additionally, the questionnaire was shared on
LinkedIn to broaden its reach.
The questionnaire commenced with an introductory message for participants. This section
aimed to elucidate the questionnaire's purpose, explain the process, and provide a brief
overview of the thesis objectives to facilitate respondents' comprehension of subsequent
questions. Participants were assured that the questionnaire served a meaningful purpose and
guaranteed full anonymity, followed by gratitude for their participation.
Subsequently, the questionnaire featured a demographic section to ascertain respondents' age,
gender, income, travel frequency, and educational level, which helped familiarize them with
the ensuing inquiries.
Lastly, respondents proceeded to the main section of the questionnaire, where they provided
responses regarding perceived enjoyment, vlogger attractiveness, perceived usefulness,
electronic word-of-mouth (E-WOM), perceived interactivity, and the dependent variable, travel
intention.
Measure
The study employed four methods of data analysis: regression analysis, correlation analysis,
reliability analysis, and validity analysis.
These analytical approaches were utilized to examine the research results and propose
implications for enhancing vlog marketing's influence on users' travel intentions. Reliability
Analysis

Table 3.2

Reliability Analysis

Variables No. of statements Cronbach’s Alpha

Vloggers Attractiveness 5 .916

Perceived Interactivity 4 .884
Perceived Enjoyment 5 .869
Perceived Usefulness 4 .880
E-WOM 5 .876
Traveling Intention 4 .877

able 3.2 presents the findings of a Cronbach's Alpha reliability analysis conducted for
independent factors, namely Vloggers Attractiveness, Perceived Interactivity, Perceived
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Enjoyment, Perceived Usefulness, E-WOM, and Traveling Intention.

The first column indicates the number of statements utilized to gauge each variable; for
instance, Vloggers Attractiveness was assessed using five statements. The second column
displays the Cronbach's Alpha coefficient for each variable, which assesses the internal
consistency or reliability of the statements employed for measurement.

Cronbach's Alpha values range from 0 to 1, with higher scores indicating greater reliability.
Across all six variables, the Cronbach's Alpha coefficients are notably high, ranging
from .869 to .916. This suggests that the statements utilized for measuring each variable
exhibit strong reliability and consistency.

In summary, these results affirm that the six variables (Vloggers Attractiveness, Perceived
Interactivity, Perceived Enjoyment, Perceived Usefulness, E-WOM, and Traveling
Intention) are reliable measures, instilling confidence in their utilization for further analyses
or future studies.

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 CHAPTER 4
DATA ANALYSIS AND RESULTS

This section's goal is to research and clarify the material gathered throughout the research, as
well as to give the results of the questionnaire survey. The chapter is broken into two sections,
The first gives demographic data regarding the respondents, such as gender, age, income,
frequency of travel, and educational background. The second part of the chapter explores
and explains the data collected by detecting correlations between the dependent and
independent variables. The acquired data was examined using statistical methods such as
Statistical Package for Social Sciences (SPSS), a scientific analytical tool used to organize
the data, uncover relevant associations, and recognize similarities and variations across
different categories of respondents. To achieve its goals, the study used a variety of
statistical techniques, including descriptive statistics, Normality analysis, correlation
analysis, and regression analysis.

Participant’s characteristics

Table 4.1
Respondent Profile

Demographic Frequenc Percentag

Variables y e
Male 60 60
Gender
Female 40 40

16-25 30 30
25-35 45 45
Age
36-45 15 15
Above 45 5 5
NRP 12000 - 36000 48 47.9
Income NRP 37000-60000 32 31.5
Above 61000 20 20
Intermediate or below 20 20
Education Level
Bachelor 50 50

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Descriptive Statistics of Independent Variables, and Dependent Variables
Table 4.2
Descriptive Statistics of Vlogger attractiveness

Mea Std.
Item
n Deviation
The vlogger looks good VA 3.37 1.258
The vlogger feels a lot like me 1
VA 3.34 1.279
The vlogger shares the value that I identify 2VA
3.56 1.132
with 3
The vlogger's behavior is very similar to VA
3.43 1.233
mine 4
VA
The vlogger and I have a lot in common 3.38 1.259
5

Table 4.3

Descriptive Statistics of Perceptual Interactivity

Item Mean Std. Deviation

Happy to participate in interactive
communication in a travel vlog.
PI1 3.58 1.137

Questions may be answered when

participating in travel blog interaction. PI2 3.60 1.159

Facilitating travel options through

interaction in travel vlog PI3 3.75 1.050

Interaction in the travel vlog deepens

my understanding of tourist city PI4 3.85 1.024

Perceptual interactivity PI5 3.70 1.09

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Table 4.4

Descriptive Statistics of Perceptual Enjoyment

Items Mean Std. Deviation

Watch travel vlog to enrich my free
time
PE1 3.77 1.060
Watch travel vlog because it's fun PE2 3.89 1.079

PE3 3.85 1.059

Watch travel vlog because it makes
me feel very relaxed
PE4 3.41 1.304
Watch travel vlog because it makes
me feel cool
Feel very excited when I watch travel PE5 3.90 1.028
vlog
Perceptual enjoyment 3.76 1.106

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Table 4.5

Descriptive Statistics of Perceptual Usefulness

item Mean Std. Deviation

Travel vlog makes me complete the
travel choice more quickly
PU1 3.95 .980

Content in the travel vlog gives me a PU2 4.06 .937

more comprehensive grasp of travel
information.

Travel vlog make travel easier PU3 4.12 .967

Get useful information by watching

PU4 4.17 .895
travel vlog

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Perceptual usefulness
0.945

Std.
Table 4.6
Items Mean Deviation
Descriptive Statistics of E-
WOM

I frequently gather information from tourists'

EWOM1 3.86 1.000
online travel reviews before I travel to a certain
destination.
If I don't read tourists' online travel reviews
EWOM2 3.60 1.216
when I travel to destination, I worry about my
decision.
To make sure I choose the right destination, I
often read other tourists' online travel review. EWOM3 3.95 .960
I often read other tourists' online travel reviews
to know what destinations make good
EWOM4 3.86 1.058
impressions on others.
I often consult other tourists' online travel
review to help me choose a good medical
EWOM5 3.84 1.060
destination.
E-WOM 3.822 1.059

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Table 4.7

Descriptive Statistics of Travel Intention

Item Mean Std. Deviation

TI1 3.95 .997
After watching travel vlog, I became
more interested in the city.

After watching travel vlog, I want to TI2 4.03 .958

visit the city.

After watching travel vlog, I will go the TI3 3.65 1.146

city again.

After watching travel vlog, I will TI4 3.95 .993

recommend friends and family to the
city.

Travel intention 3.89 1.02

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4.1 Normality Test
Table 4.8

Shapiro-Wilk Test

Variables Statistics df Sig.

VA .943 100 .000
PI .917 100 .000
PE .900 100 .000
PU .804 100 .000
EWOM .884 100 .000
TI .893 100 .000

4.2 Collinearity Statistics

Table 4.9
VIF

Variables Tolerance VI

VA .643 1.554

PI .456 2.193

PE .323 3.092

PU .389 2.570

EWOM .374 2.671

Table 4.9 displays collinearity statistics for a regression model that includes five
independent variables (VA, PI, PE, PU, and EWOM). The first row represents the
constant term in the regression model. The "Tolerance" column displays how well a
certain independent variable

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can be predicted based on the model's other independent variables. The likelihood of
multicollinearity decreases as the tolerance value approaches 1. The "VIF" column
measures the inflation in the variance of the estimated regression coefficient caused by
multicollinearity. The closer the VIF value is to 1, the less likely it is that there is
multicollinearity.

The table shows that the tolerance values range from 0.323 to 0.643, indicating the
possibility of multicollinearity in the model. Additionally, the VIF values range from 1.554
to 3.092, which also suggests the presence of multicollinearity. According to a general rule,
a tolerance value below 0.1 or a VIF value above 10 is considered a significant issue with
multicollinearity.

4.3 Relationship between Vlog Marketing and Traveler intention

Table 4.10
Correlation Matrix
VA PI PE PU EWOM TI
VA 1
PI .534** 1
PE .552** .700** 1
PU .475** .615** .709** 1
EWOM .487** .598** .729** .727** 1
TI .462** .638** .729** .782** .746** 1
The table 4.10 below shows a correlation matrix for six variables: VA, PI, PE, PU, EWOM,
and TI. A correlation value ranges from -1 to 1 (perfectly negative correlation), with 0
denoting no correlation, and it measures the strength and direction of a relationship between
two variables.

The matrix's diagonal members (in bold) represent the correlation of each variable with
itself, which is always 1. The off-diagonal parts depict the relationship between two
variables. For example, the first row and second column show the correlation between VA
and PI, which is 0.552 and denoted by two stars (**) to indicate a statistically significant
association.

According to the table, all variables are positively associated with one another. The
correlation coefficients range from 0.462 to 0.782, and they are all statistically significant
(p 0.01). The highest correlation value (0.729) is found between PE and EWOM, whereas
the

23
lowest is found between VA and PU (0.462). The significant positive correlations show that
the variables are related and have an effect on one another.

Table 4.11

Correlation Analysis
Variables Traveling Intention

Vlogger’s attractiveness .462**

Perceptual interactivity .638**

Perceived Enjoyment .729**

Perceived usefulness .782**

E-WOM .746**

The table 4.11 displays the correlation coefficients between Traveling Intention and five
independent variables: Vlogger’s attractiveness, Perceived usefulness, E-WOM, Perceptual
interactivity, and Perceived Enjoyment. The results indicate that higher values of these
independent variables are associated with a higher Traveling Intention.

Vlogger’s attractiveness has a positive correlation with Traveling Intention (r=0.462**),

meaning that a higher perceived attractiveness of the vlogger may lead to an increased
intention to travel. Similarly, Perceptual interactivity is positively correlated with Traveling
Intention (r=0.638**), suggesting that increased interactivity of the vlogger's content with
the viewer may lead to a higher intention to travel.

Perceived Enjoyment has the strongest correlation with Traveling Intention (r=0.729**),
which means that a higher level of enjoyment associated with the vlogger's content may
lead to a higher intention to travel. Perceived usefulness also has a high positive correlation
with Traveling Intention (r=0.782**), implying that if viewers perceive the content to be
useful, it may lead to a higher intention to travel. Lastly, E-WOM has a positive
correlation with Traveling Intention (r=0.746**), suggesting that a higher level of
positive reviews or recommendations about the destination may lead to a higher intention
to travel.

Overall, all five independent variables are positively correlated with Traveling Intention,
with perceived usefulness having the strongest correlation. This leads to the conclusion that
these five characteristics should be taken into account when studying travel behavior as

24
they may be major predictors of traveling intention.

24
4.4 Impact of vlog marketing on Travel intention

Table 4.12

Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .841a .707 .704 1.89470

The model summary presented in 4.12 table. Traveling Intention is the dependent
variable in a linear regression model with five independent variables, and its statistics are
shown in the model summary table 17 (EWOM, VA, PI, PU, and PE). A high positive
connection between anticipated and actual Traveling Intention levels is shown by the R
value of 0.841. The independent variables may account for roughly 70.7% of the
variation in traveling intention, according to the R Square value of 0.707.

Adjusted R Square slightly lower than R Square, at 0.704, indicating that additional
variables may not significantly improve the model's goodness of fit. The Std. Error of the
Estimate is 1.89470, meaning that the predicted values of Traveling Intention are
typically about 1.89 units away from the actual values.

The model includes EWOM, VA, PI, PU, PE, and a constant term as predictors.
The independent variables represent the effect of each variable on Traveling Intention
while taking into account the influence of other variables. Overall, the model shows a
strong fit, with the potential to explain a significant portion of the variation in Traveling
Intention.
4.5 ANOVA
Table 4.13
ANOVA

Model Sum of Squares df Mean Square F Sig.

1 Regression 3280.827 5 656.165 182.781 .000b

Residual 1356.983 378 3.590

26
 Total 4637.810 383

The table 4.13 summarizes the findings of a variance analysis for the regression model
using Traveling Intention (TI) as the dependent variable and five independent variables
(EWOM, VA, PI, PU, and PE). The table is broken into three sections that report on
various statistical measures. The first section reveals that the regression sum of squares
(SS) is 3280.827, 3280.827 of the variation is explained by the model. In instance, the
residual SS of 1356.983 shows the model's unexplained variation in the dependent
variable.

The degrees of freedom (df), (df = 5 + 1 = 6), in the regression model are the number of
independent variables plus the constant term, whereas the residual term's df are the total
number of observations minus the number of independent variables and the constant term
(df = 383 - 5 - 1 = 378). The sum of squares divided by the degrees of freedom yields the
Mean Square (MS). The MS for the regression in this model is 656.165, whereas the MS
for the residual is 3.590.

The F-statistic of 182.781 is reported in the ANOVA table, along with its associated p-
value, which is less than 0.001 (Sig. =.000). The F-statistic determines if at least one
of the independent variables predicts Traveling Intention. The low p-value suggests that
the regression model is statistically significant, implying that the five independent
variables predict variation in Traveling Intention.

The ANOVA table illustrates that the regression model with the five independent variables
successfully predicted the variation in Traveling Intention. The high F-statistic, low
associated p-value, and higher regression SS relative to residual SS all contribute to the
model's overall significance. As a result, the regression model is determined to be a
trustworthy technique for examining the association between Traveling Intention and the
independent variables EWOM, VA, PI, PU, and PE.

Regression Estimation Analysis

Table 4.14
Unstandardized Coefficients

Model B Std. Error Beta t Sig. e VIF

1 (Constant) .438 .518 .846 .398

VA -.013 .024 -.020 -.569 .569 .643 1.554

27
 PI .111 .039 .117 2.850 .005 .456 2.193

PE .145 .038 .185 3.786 .000 .323 3.092

PU .424 .047 .398 8.932 .000 .389 2.570

EWOM .214 .037 .261 5.740 .000 .374 2.671

A table 4.14 with the variable coefficients is included with the regression model for the
dependent variable "Traveling Intention." When the independent variable is changed by one
unit, these coefficients tell us how the dependent variable changes. The unstandardized and
standardized coefficients (Beta) in table 4.14 indicate how the dependent variable varies
when the independent variable is altered by one standard deviation.
Table 4.14 also includes the t-test results for the coefficients, as well as the corresponding t-
value and p-value. If the p-value is significant, the coefficient is likely to be significantly
different from zero (i.e., more than 0.05).
The Collinearity Statistics shows the tolerance and Variance Inflation Factor (VIF) values,
which are used to check for multicollinearity between the independent variables. A
tolerance value less than 0.2 or VIF value greater than 5 indicates the presence of
multicollinearity.
In this model, the variables "Perceived Enjoyment" (PE), "Perceived Usefulness" (PU), and
"E-WOM" have significant coefficients (p < 0.05) and positive standardized coefficients
(Beta), indicating that they have a positive impact on "Traveling Intention". "Vlogger's
attractiveness" (VA) exhibits a negative but non-significant coefficient (p > 0.05). The
variable "Perceptual interactivity" (PI) has a significant and positive coefficient (p 0.05).
All variables have acceptable tolerance and VIF values, indicating that multicollinearity is
not an issue.
4.6 Hypothesis testing summary
Table 4.15
Hypothesis testing Summary

Hypothesis P-Value Result

Vloggers’ attractiveness has a significant positive
H1 impact on users’ travel intention. .569 Rejected

28
 Perceived interactivity has a significant positive
H2 influence on users' travel intention .005 Accepted

H3 Perceived enjoyment has a significant positive effect .000 Accepted

on users' travel intention.

Perceived usefulness has a significant positive

H4 .000 Accepted
impact on users' travel intention
E-WOM has a significant positive impact on users'
H5 travel intention .000 Accepted

Table 4.15, summarizes the results of a hypothesis testing study on the impacts of vloggers'
attractiveness, perceived interactivity, perceived enjoyment, perceived Usefulness, and
electronic word-of-mouth (E-WOM) on users' travel intention. The study used five
hypotheses to investigate the links between the independent factors and users' travel
intentions.
According to the study's findings, three hypotheses were accepted while two were rejected.
The null hypotheses for H2, H3, H4, and H5 were specifically rejected, indicating that their
corresponding alternative hypotheses were accepted. This implies that perceived
engagement, perceived enjoyment, perceived Usefulness, and E-WOM have a considerable
positive impact on consumers' travel intention.
In contrast, because the null hypothesis for H1, the data did not support the alternative
hypothesis that vloggers' attractiveness had a favorable influence on users' travel intention.
This implies that the attractiveness of vloggers has no bearing on consumers' travel
intentions. These study findings give valuable information on the elements that influence
users' travel intentions, which could aid in the development of effective marketing strategies
for travel-related goods and services.
4.7 Major finding

A study investigate the effect of vlog marketing on people's travel intentions and which
vlog marketing characteristics influence traveler behavior. Vlogger attractiveness,
perceived engagement, perceived enjoyment, perceived Usefulness, E-WOM, and travel
intention are all separate components of vlog marketing. The study employed descriptive,
inferential, and regression analyses, as well as a survey of 100 people to acquire
information on their demographic profile and research variables. The findings are listed
29
below:
 A total of 100 responses were collected from the Pakistan area. Out of them 45.6%
were male, 42.4% were female and 12% didn’t prefer to say.
 Age: The majority of the respondents fall within the age range of 16-25 (45.3%),
followed by 25-35 (26.8%), 36-45 (18%), and above 45 (9.9%).
 Income: The largest income group falls within the range of NRP 12000 - 36000
(47.9%), followed by NRP 37000-60000 (31.5%), and above 61000 (20.6%).
 Education Level: Among the respondents, the highest proportion of education level
is Bachelor (50.3%), followed by Masters or above (29.9%), and Intermediate or
below (19.8%).
 Travel Frequency: The most common travel frequency is Once every 6 months
(29.4%), followed by Once a year (26.6%), Less than a Year (24%), and Once every
month (20.1%).
 On average, respondents feel that the vlogger shares their values, as indicated by the
highest mean of 3.56 for the statement "The vlogger shares the value that I identify
with" (VA3). Respondents somewhat agree that the vlogger's behavior is similar to
theirs, with an average mean of 3.43 for the statement "The vlogger's behavior is
very similar to mine" (VA4).
 Respondents reported finding travel vlogs enjoyable during their leisure time, with
mean enjoyment scores ranging from 3.41 to 3.90. They found travel vlogs fun
(PE2), relaxing (PE3), and exciting (PE5), while also moderately enjoyable in terms
of feeling cool (PE4) and enriching their free time (PE1).
 Respondents find travel vlogs useful in terms of completing travel choices quickly,
obtaining comprehensive travel information, making travel easier, and obtaining
useful information, as indicated by high mean usefulness scores ranging from 3.95
to 4.17.
 Respondents generally rely on tourists' online travel reviews to gather information
(mean score of 3.86 for EWOM1) and make decisions about travel destinations
(mean scores ranging from 3.60 to 3.95 for EWOM2 to EWOM5).
 Respondents reported increased interest in the city (TI1), a desire to visit the city
(TI2), and a likelihood of recommending the city to others (TI4) after watching the
travel vlog. However, the intention to visit the city again (TI3) had a lower mean
score.
The study discovered a link between perceived involvement and vlogger attractiveness and
30
people's travel intentions. Perceived involvement had a favorable and significant impact on
travel intention, as did perceived enjoyment, perceived usefulness, and E-WOM. These
findings indicate that perceived involvement and other factors influence people's travel
intentions, which could be valuable for establishing effective marketing strategies in the
tourism business.

31
 CHAPTER V
DISCUSSION, CONCLUSIONS AND IMPLICATIONS

Khoa et al. (2021) defined that many Generation Z travelers are influenced by social media
pages when it comes to choosing their travel destinations. They found that people are
particularly influenced by watching new destinations and useful content, especially when it is
presented by reliable sources such as high-profile vloggers or their friends and family.

In addition to social media recommendations, word of mouth is another way for travelers to
obtain information about potential travel destinations. However, the effectiveness of word of
mouth is dependent on how people perceive the information that is presented by vloggers or
other sources. This highlights the importance of perceptions when it comes to intentional
travel. Overall, it demonstrates that online platforms and word of mouth are two of the most
important ways that Generation Z travelers collect information and decide where to go next.
Zhao et al. (2022) highlighted how the tourism industry has adapted its methods of
disseminating information in order to keep up with the current trend of drawing more
travelers to pay attention to tourism-related information. This includes utilizing social media
as a key tool for sharing information and engaging with potential travelers.

In fact, Purwandari et al. (2022) examined that social media has enabled people to connect
with a larger audience and expand their worldview. The rapid flow of information on social
media has the potential to capture the attention of travelers, especially when the information
shared is useful and relevant to their interests. This can ultimately have an impact on their
decision-making and travel intentions. Thus, the tourism industry's use of social media and
use vlog marketing can be an effective way to reach and influence potential travelers.

Conclusion
According to the study's findings, numerous elements such as perceptual interactivity,
perceived enjoyment, perceived usefulness, and E-WOM have a favorable and significant
impact on travel intention. These factors can greatly influence the decision-making process of
travelers when it comes to choosing a travel destination.

Given these findings, vlog marketing can be seen as an effective way to influence and
potentially change the traveling intentions of potential travelers. Vlogs have the ability to
engage viewers through perceptual interactivity and perceived enjoyment, while also
providing useful information and recommendations that can positively impact their

35
perception of a particular travel destination.

Moreover, the power of E-WOM in the context of travel should not be underestimated, as
recommendations from trusted sources can heavily influence the decision-making process of
people or travelers. Thus, it can be concluded that vlog marketing, through the combination
of various factors such as perceptual interactivity, perceived enjoyment, perceived usefulness,
and E-WOM, can be a valuable tool for the tourism industry to attract more travelers and
influence their traveling intentions.

In conclusion, the reasons for watching travel vlogs vary among individuals, with some
seeking entertainment and others looking for information. Nonetheless, the research suggests
that these characteristics have a considerable impact on people's travel intentions. Therefore,
travel vlogs can be a valuable tool in inspiring and motivating people to explore new
destinations and have meaningful travel experiences. As such, content creators and
marketers should take note of these findings and tailor their messaging accordingly to
connect with potential travelers and enhance their overall travel experience.

Implication

Managerial Implication

The findings of this research have important implications for the tourism industry and can be
used by managers to develop effective marketing strategies. By understanding the factors that
influence traveling intention, managers can create content that is more engaging and
tailored to the needs of potential travelers.

The use of vlog marketing can be a valuable tool for managers to influence the perceptions of
potential travelers by creating content that is visually appealing and informative, while also
encouraging E-WOM through recommendations from trusted sources.

Managers can also use the findings of this research to create a more interactive and enjoyable
travel experience for their customers. By focusing on creating a positive travel experience
that is both useful and enjoyable, managers can increase customer satisfaction and ultimately
build brand loyalty.

Research Implication in Future

Future research possibly can focus on the role of social media platforms in shaping travel
preferences and behavior, and how these platforms can be leveraged by the tourism industry
35
to influence potential travelers. By understanding the synergistic effects of these different
marketing channels, tourism managers can create more effective marketing strategies that
leverage the strengths of each channel to achieve maximum impact.

Another potential area for future research is investigating the impact of different travel
experiences, such as cultural or adventure tourism, on traveling intention. By understanding
the specific factors that influence the decision-making process of travelers in these different
contexts, tourism managers can create more effective marketing strategies and tailor their
offerings to meet the needs and preferences of their customers. Furthermore, future research
might look into the influence of vlogs on different sorts of travelers, such as solo travelers,
families, and business travelers, and how vlogs can be adapted to meet the specific
requirements and tastes of these various groups.

35
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