Travel vloggers are leading digital influencers in today’s era who share their opinions through vlogs and create influence on their audience. To better understand this phenomenon this research investigates their influence on creating destination as well as country image. Authors of this paper have chosen Pakistan as a destination to study, to accompany, travel vlogs of 2 solo female were considered. Authors have considered online comments of the audience, as the majority of their viewers had neither a positive nor adverse perception of Pakistan. The results revealed their practices as “grabbing the attention, self-discovery, viewers’ involvement and sharing information”. With theoretical and managerial aspects, this study offers a technique for employing netnography to detect destination and country image qualities.

Examining the role of Travel Vloggers in creating destination and as well as country image---An analysis through Netnographic Approach / Sattar, MUHAMMAD MUZAMIL. - (2022). (Intervento presentato al convegno Next Generation Marketing. Place, People, Planet: cooperation & shared value for a new era of critical marketing XIX SIM Conference tenutosi a University of Salerno).

Examining the role of Travel Vloggers in creating destination and as well as country image---An analysis through Netnographic Approach

Sattar Muhammad Muzamil
2022

Abstract

Travel vloggers are leading digital influencers in today’s era who share their opinions through vlogs and create influence on their audience. To better understand this phenomenon this research investigates their influence on creating destination as well as country image. Authors of this paper have chosen Pakistan as a destination to study, to accompany, travel vlogs of 2 solo female were considered. Authors have considered online comments of the audience, as the majority of their viewers had neither a positive nor adverse perception of Pakistan. The results revealed their practices as “grabbing the attention, self-discovery, viewers’ involvement and sharing information”. With theoretical and managerial aspects, this study offers a technique for employing netnography to detect destination and country image qualities.
2022
Next Generation Marketing. Place, People, Planet: cooperation & shared value for a new era of critical marketing XIX SIM Conference
Travel vloggers, Netnography, Digital Influencers, Social Media, Pakistan, Destination & Country Image
04 Pubblicazione in atti di convegno::04b Atto di convegno in volume
Examining the role of Travel Vloggers in creating destination and as well as country image---An analysis through Netnographic Approach / Sattar, MUHAMMAD MUZAMIL. - (2022). (Intervento presentato al convegno Next Generation Marketing. Place, People, Planet: cooperation & shared value for a new era of critical marketing XIX SIM Conference tenutosi a University of Salerno).
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/1672977
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