Abstract:
The study was to study the impact of vlogger exposure and vlogger creditability (expertise, attractiveness, trustworthiness) in destination awareness, as well as to study the effect of vlogger exposure and vlogger creditability (expertise, attractiveness and trustworthiness) on intention to visit through destination awareness. At the same time, to study the mediating role of destination awareness. The research methods used the quantitative research methods. The sampling method used the purposed sampling method and snowball method. The sample of the study was 400 Bangkokians who have viewed video content on social media. The results show that vlogger exposure and vlogger creditability significantly impact destination awareness. Meanwhile, vlogger exposure and vlogger creditability can impact the intention to visit through destination awareness. Additionally, the destination awareness as a mediating variable can directly impact the intention to visit. The results of the study show that vlogger credibility has the highest impact on destination awareness and intention to visit.
Description:
Proceedings of the 11th National and International Conference on "Research to Serve Society", 26 June 2024 at Huachiew Chalermprakiet University, Bangphli District, Samutprakarn, Thailand. p. 238-249.
