Examining the role of travel vloggers in creating destination as well as country image: an analysis through netnographic approach

Purpose – This paper aims to investigate the role of travel vloggers in shaping the perceptions of destination and country images using Pakistan as a case study, highlighting their role as digital content creators. Design/methodology/approach – A netnographic method was used to analyze over 55,000 audience comments on YouTube videos from two prominent solo female travel vloggers, shedding light on how narratives and content contribute to image formation. The comments were coded to identify the dimensions of image formation, guided by Gartner’s image formation process theory. Findings – The strategies used by travel vloggers, such as grabbing attention, self-discovery, viewer involvement and sharing information, resonated with audiences, many of whom expressed a strong interest in visiting Pakistan. Originality/value – This study integrates Gartner’s netnographic analysis and image formation process theory in a novel way, showing that travel vloggers act as modern image formation agents. It provides insights for destination marketing organizations and policymakers on the role of digital influencers in improving country and destination image. Future studies might investigate Instagram Reels, YouTube Shorts or documentaries produced by government agencies.