Abstract:
In today’s context, young travellers segment can be identified as a
new trend in travel and tourism industry. Due to the development
of technology, information regarding travel and tourism are easily
accessible. The young generation has more influence in using
technology, their travel decision making can be altered by online
websites and applications. The purpose of the study is to investigate
whether there is an impact on travel decisions making among young
travellers, due to the behaviour of vlogs and blogs. Data was
collected through a structured questionnaire sent to a sample of
200 travel blog and vlog followers between 20 and 35 years. The
questionnaire was spread through eWOM. It reveals that the
researcher was used trustworthiness, attractiveness and expertise
as independent variables. Travel decision making was the
dependent variable of this study. The data were analyzed by
statistical tools such as descriptive and inferential statistics.
According to the survey, all independent and dependent variables
are reliable hence the Cronbach's Alpha value is higher than 0.7.
Most of the young travellers follow travel blogs and vlogs through
YouTube. The survey concludes that all three independent variables
were significant and showed a positive relationship with the
dependent variable. Attractiveness acts as the highest influencing
factor in the travel decision-making process. The findings of this
study could help travel industry companies to effectively track and
implement online promotions. The study concludes a positive
impact of travel blogs and vlogs on travel decision making among
young travellers.