THE INFLUENCE OF TRAVEL VLOGGERS ON TOURIST BEHAVIOUR: STUDY OF DESTINATION CHOICES AND TRAVEL PLANNING DECISIONS

Travel vlogging has emerged as a significant influencer in the tourism industry, shaping  consumer behaviour and decision-making. This study explores the impact of travel vlogs on  tourists' destination choices by analysing the relationships between trust in vloggers, frequency  of content consumption, and subsequent travel behaviour. A mixed-method approach was  employed, incorporating surveys of 95 participants aged 18 and above, to gather both  quantitative and qualitative insights. Results reveal a strong correlation between frequent  consumption of travel vlogs and the likelihood of visiting promoted destinations. Trust in  vloggers plays a pivotal role in shaping travel intentions, although scepticism towards  sponsored content persists. The findings highlight the effectiveness of travel vlogs in  destination marketing and their potential to spotlight offbeat locations, benefiting local  economies and fostering cultural appreciation. The study highlights the importance of  authenticity and sustainability in vlogging, offering actionable insights for content creators and  tourism boards to leverage this medium responsibly.