The influence of travel vlogs on tourists’ decisions to visit destinations in the Philippines
Hannah Galino, Marky Jumandos, Allyssa Malabanan, Bryan Ong & Rowena A. Lunar
Abstract
This study examines the influence of travel vlogs on tourists’ decisions to visit destinations in the Philippines in the context of the growing prominence of digital media. Travel vlogs have emerged as a popular and credible source of information, offering firsthand experiences, visual narratives, and practical insights that appeal to potential travelers seeking authentic guidance when choosing destinations. Using a mixed-methods approach that includes surveys and interviews of 360 hospitality and tourism students in Metro Manila, the study explores patterns and trends in how travel vlogs shape tourists’ knowledge, attitudes, perceptions, and interest in visiting various tourist locations across the country. It further analyzes the key factors that tourists consider when engaging with travel vlogs, such as credibility, content quality, relatability, and accessibility, and how these factors influence their decision to rely on vlogs as a primary source of travel information and itinerary planning. The findings of this research are expected to contribute to a deeper understanding of the role of digital media, particularly travel vlogs, in shaping contemporary travel behavior, especially among future professionals in the tourism and hospitality sector. Moreover, the results may inform destination marketing strategies by providing insights into tourists’ preferences and decision-making processes, enabling tourism stakeholders to design more targeted, engaging, and effective promotional campaigns that align with the expectations of digitally driven travelers.
Keywords
travel tourism, digital media, tourist destinations, information campaign
Author information & Contribution
Hannah Galino. Bachelor of Science in International Hospitality Management with specialization in Cruise Line Operations in Hotel Services. Lyceum of the Philippines University Manila
Marky Jumandos. Bachelor of Science in International Hospitality Management with specialization in Cruise Line Operations in Hotel Services. Lyceum of the Philippines University Manila
Allyssa Malabanan. Bachelor of Science in International Hospitality Management with specialization in Cruise Line Operations in Hotel Services. Lyceum of the Philippines University Manila
Bryan Ong. Bachelor of Science in International Hospitality Management with specialization in Cruise Line Operations in Hotel Services. Lyceum of the Philippines University Manila
Rowena A. Lunar. Corresponding author. Part-time faculty, Pamantasan ng Lungsod ng Pasig, Philippines. Email: morlilunar@gmail.com
“First author took the lead in conceptualizing the research topic and framework. She is also responsible for writing the introduction and background of the study, formulating the research questions, and assisting in the analysis and interpretation of data. The second author handled the design and distribution of the research instrument, coordinated the data collection process, and contributed to the review of related literature. She also participated in organizing and cleaning the data for analysis. Third author played a key role in data analysis using statistical tools, compiled tables and graphs, and wrote the results and discussion sections. Supported the interpretation of findings and ensured the accuracy of statistical outputs. The fourth author led the writing of the conclusion and recommendations, formatted the entire manuscript according to institutional guidelines, and handled final proofreading and editing. Also managed the submission of required documents and appendices. The research was conducted under the guidance and supervision of the corresponding author who is responsible for official communication related to this study. All authors have reviewed and approved the final manuscript for submission.”
Disclosure statement
No potential conflict of interest was reported by the author(s).
Funding
This work was not supported by any funding.
Institutional Review Board Statement
This study was conducted in accordance with the ethical guidelines of Lyceum of the Philippines University - Manila. The conduct of this study has been approved and given relative clearance(s) by the Lyceum of the Philippines University - Manila.
Data and Materials Availability
AI Declaration
The author declares the use of Artificial Intelligence (AI) in writing this paper. In particular, the author used ChatGPT in paraphrasing ideas. The author takes full responsibility in ensuring proper review and editing of contents generated using AI.
Notes
Acknowledgement
References
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Cite this article:
Galino, H., Jumandos, M., Malabanan, A., Ong, B. & Lunar, R.A. (2025). The influence of travel vlogs on tourists' decisions to visit destinations in the Philippines. Journal of Hospitality, Tourism & Cultural Research, 1(4), 1-16. https://doi.org/10.53378/jhtcr.353297
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