Storytelling in Travel Vlogs: Scale Development, Validation, and Application

Travel vlogs are inherently storytelling-centric videos. However, the ways in which travel vloggers can craft engaging stories and whether their storytelling effectively influences audiences’ travel decision-making have not been fully explored. To address this gap, this research developed a scale for measuring storytelling in travel vlogs using a three-phase exploratory sequential design. In Study 1, key storytelling elements in travel vlogs were identified through semi-structured, in-depth interviews with 38 vloggers and audience members. In Studies 2 and 3, these elements were examined through exploratory factor analysis ( n = 314) and confirmatory composite analysis ( n = 544), resulting in the establishment of a 29-item scale across eight factors. Grounded in the Stimulus-Response theory, this scale effectively predicts audiences’ perceived destination image and destination visit intention. Practically, this research offers a comprehensive toolkit for travel vloggers on effective storytelling and provides destination marketers with actionable recommendations on leveraging travel vlog storytelling in destination promotion.