The Vlogger Exposure and Vlogger Creditability on Intention to Visit : The Case Study of Bangkok

Abstract

The purpose of this study is to study the effects of vlogger exposure, expertise, attractiveness and trustworthinesson destination awareness, then to study the effect of destination awareness on intention to visit, and finally to study the effect of vlogger exposure, expertise, attractiveness and trustworthinesson intention to visit through destination awareness. To achieve these objectives, a purposive sampling method and snowball sampling were used to conduct the research form Thais netizen who watch vloggers video, though Google online channels and offline channels. Ultimately, a total of 400 valid samples were collected, and the data were analyzed using descriptive analysis (percentage, frequency, mean and standard deviation), and inferential statistics such as multiple regression analysis and path analysis. This study found that there is a significant positive effect of vlogger exposure, expertise, attractiveness and trustworthiness, have a significant positive effect on destination awareness. Additionally, it is noteworthy that vlogger exposure and expertise, attractiveness and trustworthiness, while acting as indirect variables, significantly influence individuals' intention to visit.