A Study to Investigate Consumer’s Resonance Experience Effect and Engagement Behaviour on Travel Vlogs

Abstract

Objective – This research is carried out with an objective to comprehend the experience of consumers via travel vlogs and its influence on customer engagement behaviour and travel objective based on the Resonance theory incorporating the cognitive and emotional resonance. Methodology/Approach/Scope – The data was collected via online mode with the help of a structured questionnaire administered to 300 respondents in the Bhubaneswar city, Odisha, who were avid and regular vlogs watchers actively engaged over a period of one year or so. The study used correlation and multiple & linear regression analyses to examine the variables and test the hypotheses. Findings – The analysis revealed that out of seven variables (Cognitive: Information acquisition, source credibility & video clarity and Emotional: Entertainment, escapism, entertainment & self-congruence), six variables viz., Information Acquisition, source credibility, entertainment, self-congruence, inspiration and escapism impacted positively on Consumer engagement behaviours with source credibility as the most important predictor influencing travel intention. Implications & Conclusion – There is a need for an emotional connection between the travel vloggers and the consumers with a high level of enthusiasm on the part of the vloggers. The management of hotel organisations and destination marketers have a crucial role to play as far as the promotion of their products is concerned about providing incentives to the consumers to engage with travel vlogs.