An examination of the influence of YouTube vloggers on travel decisions in Eket Local Government, Akwa Ibom State
- Project Research
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- Table of Content: Available
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- NGN 5000
Background of the Study
YouTube vloggers have transformed travel marketing by showcasing immersive experiences that influence viewers’ travel decisions. In Eket Local Government, Akwa Ibom State, travel vloggers offer firsthand accounts of destinations, blending personal narratives with visual storytelling (Ogu, 2023). This digital content serves as an important source of information for prospective travelers seeking authentic insights. The interactive nature of vlogs enables audiences to evaluate travel options based on real-life experiences rather than conventional advertising. Recent research indicates that vlogger influence can shape travel preferences, fostering a more engaged and informed audience (Ibekwe, 2024). The travel industry in Eket has seen shifts in consumer behavior as viewers increasingly rely on digital narratives to plan trips. However, the subjective nature of vlogging may also lead to biased representations of destinations, posing challenges in discerning reliable travel advice. As digital storytelling evolves, the need for critical evaluation of vlogger influence on travel decisions becomes imperative (Afolabi, 2025).
Statement of the Problem
Although YouTube vloggers play a significant role in shaping travel decisions, there is limited research on how their influence affects destination choices in Eket. The challenge lies in determining whether the narratives presented by vloggers genuinely enhance informed travel decisions or if they lead to biased, superficial choices. Additionally, the potential for misrepresentation in travel content raises concerns regarding the reliability of vlogger recommendations (Obi, 2024).
Objectives of the Study:
- To evaluate the influence of YouTube vloggers on travel decision-making.
- To analyze the narrative strategies used in travel vlogs.
- To assess the reliability and credibility of travel information presented by vloggers.
Research Questions:
- How do YouTube vloggers influence travel decisions in Eket?
- What narrative techniques are most effective in influencing viewer travel choices?
- How do viewers assess the credibility of travel advice given by vloggers?
Research Hypotheses:
- H₁: Exposure to travel vlogs significantly influences travel decision-making in Eket.
- H₂: Engaging storytelling in vlogs is positively correlated with increased travel interest.
- H₃: Viewer trust in vloggers mediates the relationship between vlogger content and travel decisions.
Significance of the Study
This study is significant as it elucidates the role of digital influencers in travel marketing, providing insights for travel agencies and tourism stakeholders. The findings may lead to improved digital marketing strategies that align with consumer behavior (Ogbonna, 2023).
Scope and Limitations of the Study:
The study is limited to the influence of YouTube vloggers on travel decisions in Eket Local Government, Akwa Ibom State, and excludes other social media platforms.
Definitions of Terms:
- YouTube Vloggers: Content creators on YouTube who document and share travel experiences.
- Travel Decisions: Choices made by individuals when selecting travel destinations and services.
- Digital Storytelling: The practice of using digital media to convey narratives and experiences.
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