Travel vlogs and their impact on destination choice

New academic article on the impact of travel vlogs on the choice of a tourist destination, carried out from the collaboration of two EUM professors with two researchers from the Department of Business, former students of the Double Degree in Tourism and Marketing.

The academic publication Revista de Marketing y Publicidad has published in its number 9 (March 2024) the article entitled “Impact of travel vlogs on the choice of a tourist destination.” (https://revistas.cef.udima.es/index.php/marketing/article/view/19399), prepared by Professor Dr. Óscar Gutiérrez Aragón, Professor Dr. Ariadna Gassiot-Melian (until last year, member of the university faculty) and the researchers of the Department of Business Thea Bauyon Esguerra and Katarzyna Dlugosz, former students of the Double Degree in Tourism and Marketing of our university.

The main objectives of the research carried out were to determine to what extent travel content promoted through social networks influences the final destination decision of users, to analyze the level of trust that users place in vloggers as sources of information and to find out the possible consequences of the widespread display of this type of content (e.g. a potential overcrowding of specific tourist destinations).

Travel vlogs are audiovisual narratives containing relevant information about specific tourist destinations, usually generated by users or content creators who relate their travel experiences in those destinations. This social trend has provoked in companies operating in the tourism sector the need to adapt to the new environment by changing the way they communicate with their audience.

ACADEMIC ARTICLE: IMPACT OF TRAVEL VLOGS ON THE CHOICE OF A TOURIST DESTINATION