The Influence of Travel Vlogs towards Travel Decision among Millennials
DOI:
https://doi.org/10.65023/jherd.v10i2.267Abstract
Travel vlogs are an emerging marketing tool that attracts millennial travelers and serve as a vital source of tourism information, significantly influencing their travel decisions. However, some research has identified gaps in understanding how travel vlogs are useful to millennials and how the vlogger’s narrative style influences their travel choices. The research employed a descriptive correlational design to analyze and collect data regarding the influence of travel vlogs on millennials’ travel decisions. The investigation was conducted in Tangub City, Misamis Occidental, with a total of 378 respondents selected through purposive random sampling. The researchers used a modified survey questionnaire to gather data and identify potential relationships among variables. Findings indicate among the factors assessed, perceived enjoyment and electronic word of mouth significantly influence millennials’ travel decisions, highlighting their enjoyment of travel vlogs for entertainment and reliance on peer content for validation. This study concluded that travel vlogs are not only entertainment but also key drivers of tourism trends and consumer preferences. Researchers recommend that travel vloggers may enhance their impact by tailoring content to diverse demographics and providing valuable insights, while also noting opportunities for future research on travel vlogs’ influence on consumer behavior
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