IMPACT OF YOUTUBE VLOGGERS (SOCIAL MEDIA INFLUENCERS) AMONG YOUNGSTERS IN KERALA ON TRAVEL MOTIVES
DOI:
https://doi.org/10.29121/shodhkosh.v5.i3.2024.6299Keywords:
Social Media Influencers, Travel Motives, Youtube BloggersAbstract [English]
People all over the world, regardless of age, gender and ethnicity, are after travel videos. And there is a common perception that these videos on social media command an influential role in decision-making among prospective buyers. This study tries to find the “Impact of social media influencers’ on travel motives of prospective tourists. A population of 149 respondents were surveyed using an online questionnaire. In this research, four components of the decision to visit are taken, i.e. influence of social media influencers and their potential influence on travel motives, namely desire to visit, destination image and judgment regarding a place of interest. The research hypotheses were tested by using the correlation and linear regression coefficient, and the study also made use of the ANOVA test. The results of the present study showed that social media influencers have a positive impact on youngsters in Kerala in their decision to visit a destination.
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Copyright (c) 2024 Jacob Bose, Sajan N. Thomas, Krishna Priya B, Alan Zacharia, Prageesh C Mathew
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