通过扎实的理论，将视频博主在旅游视频博客制作中的方法和实践理论化

IF 11.9 1区管理学 Q1 BUSINESS

Journal of Hospitality Marketing & Management Pub Date : 2023-01-06 DOI:10.1080/19368623.2023.2164392

Mohammad Sadegh Gholamhosseinzadeh

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引用次数: 4

摘要

摘要视频博主，也被称为vlogger，不断在YouTube等流行平台上创建和分享真实的视频。旅游影响者vlogger（本研究中称为vlogger）通过分享他们的旅行经历和对目的地和旅游品牌的评价来影响他们的受众。本研究采用基于建构主义的理论方法，通过三阶段理论抽样，从21个视频博客中抽取35个YouTube视频博客。理论化过程导致了Vloggers方法和实践（VAP）理论的发展，将主要方法确定为内容（CA）和目标（OA），旅行影响（TIP）和视频记录（VP）这两种主要实践，以及它们之间的关系。这些理论和管理贡献对于影响者营销的学者以及与目的地营销组织（DMO）、酒店、旅游运营商和交通服务等vlogger合作的从业者来说可能很重要。

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Theorizing vloggers’ approaches and practices in travel vlog production through grounded theory

ABSTRACT Video bloggers, also known as vloggers, continuously create and share authentic videos on popular platforms like YouTube. Travel influencer vloggers (called vloggers in this study) influence their audience by sharing their trip experiences and giving reviews about destinations and travel brands. This study employs aconstructivist grounded theory approach of 35 YouTube vlogs from 21 vloggers through a3-phase theoretical sampling. The theorizing process resulted in the development of Vloggers’ Approaches and Practices (VAP) Theory by identifying the main approaches as content (CA) and objectives (OA), the two main practices of travel influencing (TIP) and vlogging (VP), and their relationships. The theoretical and managerial contributions can be important for scholars of influencer marketing, and practitioners that work with vloggers like destination marketing organizations (DMOs), hotels, tour operators, and transportation services.

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来源期刊

Journal of Hospitality Marketing & Management Multiple-

CiteScore

20.90

自引率

6.40%

发文量

期刊介绍： The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.