Tourism promotion through vlog advertising and customer engagement behaviours of generation Z

• Published in: Current issues in tourism Vol. 26; no. 22; pp. 3651 - 3670
• Main Authors: Zaib Abbasi, Amir, Hussain, Khalil, Kaleem, Tooba, Rasoolimanesh, S. Mostafa, Rasul, Tareq, Ting, Ding Hooi, Rather, Raouf Ahmad
• Format: Journal Article
• Language: English
• Published: Abingdon Routledge 17.11.2023; Taylor & Francis Ltd
• Subjects: Advertising; Attitudes; CEBs framework; Customers; Ducoffe's advertising value model; Generation Z; Irritation; Multivariate statistical analysis; PLS-SEM technique; Tourism; Tourism promotion; Vlog; Pakistan
• ISSN: 1368-3500; 1747-7603
• DOI: 10.1080/13683500.2022.2144156

This study investigates the effectiveness of Vlogs as an advertising tool to promote the tourism sector in Pakistan using Ducoffe's Advertising Value Model and stimulus-organism-response (S-O-R) framework, and its subsequent effect on customer engagement behaviours (CEBs). Data were collected from generation Z through both the online and offline medium, 230 students were approached; 206 questionnaires were usable for analysis. Partial least squares-structural equation modelling (PLS-SEM) was used for model assessment. The results indicated that all the relationships are supported: informativeness, entertainment, credibility and irritation significantly influence advertising value; adverting value influences attitude towards Vlog; and finally, attitude towards Vlog significantly influences electronic word-of-mouth (eWOM), positive word-of-mouth (PWOM), customer referral, and destination visit intention. This study is the first in this domain that measures the importance of Vlog advertising value in shaping the attitude of generation Z toward Vlog destination advertising, especially in the context of Pakistan, a developing economy. The theoretical and practical implications of the findings, limitations of the study and suggestions for future research directions are also discussed.