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Seeing Destinations Through Vlogs: Implications For Leveraging Customer Engagement Behavior To Increase Travel Intention, Yusi Cheng, Wei Wei, Lu Zhang
Seeing Destinations Through Vlogs: Implications For Leveraging Customer Engagement Behavior To Increase Travel Intention, Yusi Cheng, Wei Wei, Lu Zhang
Faculty Scholarship and Creative Works
Purpose: This study aims to understand customers' watching experience with travel vlogs and its impacts on one of the most prominent manifestations of customer engagement behaviors (CEBs) – word-of-mouth (WOM) – and their travel intention. Drawing upon the theory of resonance, this study incorporated both cognitive and emotional aspects of travel vlog watching experience. Design/methodology/approach: Online survey data were collected from 352 participants who have watched travel vlogs over the past 12 months. Partial least squares structural equation modeling (PLS-SEM) was performed for hypotheses testing. Findings: The study results reveal positive impacts of source credibility, inspiration, escapism and self-congruence on …