IMPACT OF PERCEIVED VLOG CONTENT ON CUSTOMER INTENTION TO VISIT A TOURISM DESTINATION IN SOUTHERN INDIA
Vlogging is a way of connecting with others in the world while presenting vloggers themselves. Vlogs contain different characteristics from other media such as television programs, movies and commercials, so the presence of vlogs may be embodied in different ways. Therefore, the purpose of the paper is, to determine the effect of perceived vlog content on the customer intention to visit the tourism destination. The convenience sampling method is used for a sample of 279 respondents; the responses were received using a structured questionnaire. The analysis methods such as descriptive statistics, correlation, regression, and PLS– SEM are used in this study. The results of the regression analysis show 60.3% of the vlog content positively influences the vlog usage enjoyment. It also shows that 37.6% of the vlog usage enjoyment positively influences the customer’s intention to visit the tourism destination. This paper finally implicates that the stakeholders who are the vloggers, tourists gets benefited through the usage of vlog.