Youtube Contents Effect on Destination Visit Intentions an Empirical Study in Indonesia

Abstract

Currently, online videos have become the dominant means of information and education. When determining tourist destination visits, YouTube contents play an important role. YouTube content is created by travelers to share experiences, which helps other potential travelers. This study aims to comprehend how tourists assume information over YouTube content and how this affects the tourist destination according to their intentions. The study model was built and tested empirically using a sample of 154 Indonesian respondents who observed YouTube content before attending a destination. Furthermore, this research hypothesis is validated with the assistance of SEM using PLS. This study found that comprehensiveness and attitude were the utmost significant predictors of tourist destination intention over YouTube content adoption. Furthermore, relevance, source expertise, source trustworthiness, accuracy, and timeliness were not found to be statistically significant.