科研成果详情

In an evolving technological environment, travel vlogs have become increasingly popular. This chapter presents a study about travel vlogs, which answers the academic call for more research into customer engagement in the online environment by investigating the relationships between customer-perceived values of travel vlogs, online customer engagement, and the customer's visit intention, drawing on the theory of consumption values and engagement theory. Data were collected from 307 Generation Z customers in China and the SmartPLS structural equation modelling approach was used to analyse data. The study findings demonstrate that online customer engagement plays a critical mediating role in the influence of functional value, emotional value, social value, and epistemic value of a travel vlog on the customer's intention to visit the tourism destination featured in the travel vlog.