What makes a travel vlog attractive? Parasocial interactions between travel vloggers and viewers

Abstract

This study seeks to understand how vlogger attributes, as defined in parasocial interaction (PSI) theory, can be used to create a successful travel vlog and assist in destination vacation marketing. Using social media content analysis, validated by the nominal group technique, the study found that the vlogger's physical attractiveness is important, however, other factors including social, task, and destination attractiveness also influence the attractiveness of the vlog to the viewer. The vlogger's credibility, attitude homophily, and technology skills can also make the vlog more attractive. The study also shows that travel vloggers can employ PSIs to arouse viewers’ intentions to travel. The COVID-19 pandemic context elaborates more PSI attributes in the travel vlog and makes travel vloggers explore external social interaction with the host society.