ABSTRACT

Video bloggers, also known as vloggers, continuously create and share authentic videos on popular platforms like YouTube. Travel influencer vloggers (called vloggers in this study) influence their audience by sharing their trip experiences and giving reviews about destinations and travel brands. This study employs aconstructivist grounded theory approach of 35 YouTube vlogs from 21 vloggers through a3-phase theoretical sampling. The theorizing process resulted in the development of Vloggers’ Approaches and Practices (VAP) Theory by identifying the main approaches as content (CA) and objectives (OA), the two main practices of travel influencing (TIP) and vlogging (VP), and their relationships. The theoretical and managerial contributions can be important for scholars of influencer marketing, and practitioners that work with vloggers like destination marketing organizations (DMOs), hotels, tour operators, and transportation services.

摘要

视频博主，也称为视频博主，在 YouTube 等热门平台上不断创作和分享真实视频。旅游影响者视频博主（在本研究中称为视频博主）通过分享他们的旅行体验以及对目的地和旅游品牌发表评论来影响他们的观众。本研究采用建构主义扎根理论方法，通过三阶段理论抽样对来自 21 个视频博主的 35 个 YouTube 视频博客进行分析。理论化过程导致了 Vlogger 的方法和实践 (VAP) 理论的发展，方法是将主要方法确定为内容 (CA) 和目标 (OA)，旅行影响 (TIP) 和视频博客 (VP) 的两种主要实践，以及他们的关系。理论和管理方面的贡献对于影响者营销的学者来说可能很重要，