旅遊vlog對閱聽眾旅遊意願及造訪目的地意圖之影響

Abstract

隨著社交媒體平台的蓬勃發展，作為具有影響力的社交媒體平台之一，YouTube促進全球各地使用者透過影片表達他們想法或觀點，提供包括旅遊vlog在內的多元化內容。YouTuber藉由獨特呈現方式分享旅遊經歷與相關資訊，對潛在旅客的旅遊意願與訪問目的地產生重要影響。有鑑於此，本研究基於共鳴理論，探討YouTube旅遊vlog如何透過認知共鳴（感知訊息有用性、感知同質性、訊息獲取、來源可信度、影片質量）和情感共鳴（娛樂、靈感、逃避現實、自我一致性）影響閱聽眾的旅遊決策行為，並檢視社會臨場感扮演中介角色的效果，以及不同旅遊vlog內容類型對於認知和情感共鳴與社會臨場感之間的干擾作用。 本研究以問卷調查方式蒐集數據，針對曾在YouTube觀看過旅遊vlog的閱聽眾進行調查，共計有效樣本262份，運用結構方程模型(SEM)進行分析驗證。研究結果顯示，不同內容類型的旅遊vlog在引發閱聽眾共鳴反應及產生社會臨場感中介效果上存在各別獨特影響，但整體來說，引發閱聽眾的共鳴反應有助於增強其社會臨場感，進而提升閱聽眾之旅遊意願與目的地訪問意圖。 本研究結果為影片內容創造者(YouTuber)和旅遊業從業人員提供實務見解，建議運用旅遊vlog作為行銷或經營媒介時，配合個別類型特性調整vlog內容設計策略，強化閱聽眾的共鳴反應與社會臨場感體驗，以最大程度提升其參與度，有效促進旅遊意願及前往造訪該目的地意圖，以推動觀光旅遊與目的地推廣發展。With the boom of social media platforms, YouTube, one of the most influential social media platforms, facilitates users from all over the world to express their thoughts or opinions through videos, providing a wide range of content including travel vlogs. YouTubers share their travel experiences and information in a unique way, which has a significant impact on potential travellers' willingness to travel and the destinations they visit. YouTubers have a significant impact on potential travellers' intention to travel and visit destinations. Based on the resonance theory, this study investigates how YouTube travel vlogs affect listeners' travel decision-making behaviours through cognitive resonance (perceived message usefulness, perceived homogeneity, message acquisition, source credibility, video quality) and affective resonance (entertainment, inspiration, escapism, self-consistency), as well as examining the effects of the mediation of social presence and the effects of different travel vlog content types on cognitive resonance and emotional resonance. The study also examines the effect of social presence in mediating the relationship between cognitive and emotional resonance and social presence in different travel vlog content types.This study collected data by means of a questionnaire survey, targeting the audience who had watched travel vlogs on YouTube, with a total of 262 valid samples, which were analysed and verified using structural equation modelling (SEM). The results of this study show that travel vlogs of different content types have different effects in terms of triggering audience empathy and generating a sense of presence, but on the whole, triggering audience empathy helps to enhance their sense of presence, which in turn enhances their willingness to travel and their intention to visit the destination.The results of this study provide practical insights for YouTubers and tourism industry practitioners, suggesting that when using travel vlogs as a marketing or business medium, they should adjust their vlog content design strategies according to the characteristics of individual genres to strengthen the audience's empathy and sense of presence, in order to maximise their engagement and effectively promote their willingness to travel and intention to visit the destination, so as to promote tourism and destination visitation. To promote the development of tourism and destination promotion, we have developed a vlog content design strategy that is tailored to the characteristics of each type of vlog.