Advertising value of vlogs on destination visit intention: the mediating role of place attachment among Pakistani tourists

Purpose: Drawing on Ducoffe’s advertising value model, this study aims to integrate additional constructs (credibility, fantasy and visual appeal) as important antecedents to the perceived advertising value of vlogs. The study also examines the mediating role of place attachment between perceived advertising value and intention to visit a destination. Design/methodology/approach: A total of 267 valid online questionnaires were collected among Pakistanis who (regularly, frequently, weekly or at least monthly) watch vlogs of tourist places on social networking sites and YouTube. Findings: The empirical results using the partial least squares structural equation modeling approach show that informativeness, entertainment and credibility have significant positive effects, whereas irritation negatively impacts advertising value. The study also supports the positive effect of advertising value on visit intention and the mediating role of place attachment. Originality/value: These findings reinforce a paradigm shift in advertising building on personal credibility, experiences and trustworthiness. This study contributes to the line of research that links promotional activities, destination image, tourists’ attitudes, visit intention and behavior.