Abstract
In recent years, user-generated travel videos (UGTVs) have surged in popularity on social
media platforms, emerging as an influential information source for prospective tourists in
planning their trips. Despite their growing prominence, academic research on UGTVs
remains limited. To advance the research frontier in this field, this thesis conducted a
comprehensive investigation comprising three empirical studies that collectively provide a
holistic perspective on UGTVs’ potential to enhance destination promotion.
As the saying goes, “content is king”. Storytelling serves as a key driver of UGTVs’
promotional effectiveness. However, little is currently understood about its fundamental
elements and its influence on audiences’ travel decision-making. Studies 1 and 2 aimed to
address this knowledge gap. Using food travel vlogs, a genre of UGTVs characterised by
engaging storytelling, as their research context, these studies conducted semi-structured,
in-depth interviews with 22 food travel vloggers and 21 audience members who frequently
engage with this type of content. The qualitative investigations sought to uncover the key
storytelling elements of travel vlogs and examine audiences’ viewing experiences when
engaging with such content. Based on these qualitative findings, two questionnaire surveys
were subsequently conducted to perform exploratory factor analysis (n=314) and
confirmatory composite analysis (n=544) using representative samples of the UK national
population.
Consequently, Study 1 developed and validated a 29-item measurement scale comprising
eight factors for measuring storytelling in travel vlogs. This scale was tested within the
framework of the Stimulus-Response theory, demonstrating its effectiveness in predicting
audiences’ perceived destination image and their intention to visit the destination. With the
support of the Stimulus-Organism-Response model and cognitive appraisal theory, Study 2
developed and validated an integrated model to explain how storytelling in travel vlogs
influences audiences’ travel decision-making through happiness. These two studies highlight
the critical role of storytelling in enhancing UGTVs’ effectiveness in promoting destination
image and encouraging travel. They also emphasise the importance of destination marketing
organisations (DMOs) collaborating with UGTV creators who excel in storytelling.
Despite the growing influence of UGTVs, many DMOs remain uncertain about whether and
how to collaborate with UGTV creators to jointly promote destination brands. Study 3
conducted interviews with 19 managers from DMOs who had initiated DMO-UGTV creator
collaborations to explore their perceptions of the relationship between DMOs and UGTV
creators, as well as the practical implementation of such collaborations. Insights from food
travel vloggers interviewed during Studies 1 and 2, who also shared their views on
collaborations with DMOs, were integrated into Study 3. Ultimately, this study identified a
complementary relationship between DMOs and UGTV creators and provided practical
recommendations for the effective implementation of DMO-UGTV creator collaborations in
destination brand co-creation.
This thesis contributes valuable real-world implications. For DMOs, the findings emphasise
the importance of storytelling in enhancing the promotional impact of UGTVs. DMOs may
prioritise collaborations with creators who excel in storytelling—using the developed
measurement scale as a “compass” to identify outstanding storytellers—and offer support
throughout their content production process. The research also presents specific strategic
recommendations for fostering mutually beneficial collaborations between DMOs and UGTV
creators to strengthen destination branding. For UGTV creators, the scale can serve as a
comprehensive toolkit for refining their storytelling skills, while the findings inform them of
the critical roles of perceived authenticity, intimacy, presence, and happiness in influencing
audience behaviour. As DMOs increasingly recognise the value of UGTV creators, creators
may seize opportunities to collaborate with DMOs to enhance their career development.