THE IMPACT OF TRAVEL BLOGS AND VLOGS ON TRAVEL DECISION MAKING AMONG YOUNG TRAVELLERS, EVIDENCE FROM 20-35 YEARS AGE GROUP

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.