THE INFLUENCE OF TRAVEL VLOGS ON TOURISM IN PAKISTAN

Abstract

This study investigates the impact of travel vlogs on tourism in Pakistan, focusing on the relationship between exposure to travel vlogs, attitudes towards travel vlogs, and travel behavior among Pakistani travelers. Grounded in Media Development theory, the study employs a quantitative research design and surveys 280 participants from a private university in Lahore, Pakistan. The research aims to contribute empirical evidence on the influence of travel vlogs on tourism in Pakistan and provide insights into the persuasive strategies used by vloggers to promote tourism. The findings reveal that travel vlogs significantly influence travel perceptions and decisions, particularly among young adults and females. The study highlights the importance of informative and engaging content in shaping perceptions of destinations and influencing destination choices. Travel vlogs are found to create an emotional connection with viewers, motivating them to travel and expanding their travel horizons. Overall, this study underscores the potential of travel vlogs as a powerful tool for inspiring, informing, and influencing travel behavior, with implications for tourism marketers and policymakers in Pakistan.