Abstract:
In the evolving digital media landscape, travel vlogs have become critical stimuli
influencing tourists’ decision-making processes. This study investigates how vlog related attributes – namely entertainment, information seeking, and social
interactivity – shape destination selection intentions among domestic travellers in Sri
Lanka, a context largely neglected in prior literature. Grounded in the Theory of
Planned Behaviour, the study conceptualizes attitude, subjective norms, and
destination image as mediating constructs linking vlog engagement to behavioural
intention. A quantitative design was employed, utilising data from 285 frequent vlog
viewers collected through an online purposive sampling method. Participants
responded to a structured questionnaire measuring vlog engagement and behavioural
constructs on a five-point Likert scale. Data were analysed using SPSS, employing
regression analyses to examine the relationships between independent variables,
mediators, and destination selection intention. Results indicated that all three vlog related attributes significantly influenced attitude, subjective norms, and destination
image, which in turn strongly predicted destination selection intention. Information
seeking had the largest effect on destination image, while social interactivity most
strongly shaped subjective norms. Gender differences were observed, with female
respondents showing slightly higher responsiveness to vlog content, although this
was exploratory rather than hypothesised. Findings highlight the growing role of
digital storytelling in domestic tourism behaviour and offer practical insights for
tourism marketers, content developers, and policy stakeholders aiming to promote
local destinations. The study contributes to theoretical understanding of digital
influence in tourism and provides empirical support for integrating media dynamics
into destination marketing strategies.
