Vloggers in Tourism Sector

Abstract The rise of digital media has transformed the travel and hospitality sector, with video content creators “vloggers” emerging as influential figures in shaping travel narratives. digital media platforms has revolutionized the travel and hospitality sector through platforms like YouTube, Instagram, and TikTok, where video content creators (video bloggers) create and share travel-related content. These influencers often provide first-hand experiences, recommendations, and visual narratives that shape audience perceptions of destinations. The influence of video content creators in tourism is a growing research field, focusing on traveler decision-making patterns, travel destination promotion, branding, and the socio-cultural impact of digital media. The research explores the video content creators' “vloggers” role in tourism, their influence on consumer decision-making, and the implications for tourism marketers and destination management organizations (DMOs). The issue will involve an interdisciplinary approach, combining theories from marketing, media studies, psychology, and tourism management. The present study determines how video content creators influence modern tourism, creating a new paradigm in travel destination promotion and travel consumption. The present study examines the following key questions: How do video content creators impact travelers' destination choices? What characteristics define successful travel vlogs? How do tourism businesses engage with video content creators for marketing purposes?