Tourism promotion through vlog advertising and customer engagement behaviours of generation Z

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This study investigates the effectiveness of Vlogs as an advertising tool to promote the tourism sector in Pakistan using Ducoffe’s Advertising Value Model and stimulus-organism-response (S-O-R) framework, and its subsequent effect on customer engagement behaviours (CEBs). Data were collected from generation Z through both the online and offline medium, 230 students were approached; 206 questionnaires were usable for analysis. Partial least squares–structural equation modelling (PLS-SEM) was used for model assessment. The results indicated that all the relationships are supported: informativeness, entertainment, credibility and irritation significantly influence advertising value; adverting value influences attitude towards Vlog; and finally, attitude towards Vlog significantly influences electronic word-of-mouth (eWOM), positive word-of-mouth (PWOM), customer referral, and destination visit intention. This study is the first in this domain that measures the importance of Vlog advertising value in shaping the attitude of generation Z toward Vlog destination advertising, especially in the context of Pakistan, a developing economy. The theoretical and practical implications of the findings, limitations of the study and suggestions for future research directions are also discussed.




Zaib Abbasi, A., Hussain, K., Kaleem, T., Rasoolimanesh, S. M., Rasul, T., Ting, D. H., & Rather, R. A. (2023). Tourism promotion through vlog advertising and customer engagement behaviours of generation Z. Current Issues in Tourism, 26(22), 3651–3670.

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