Vlog Key Components and Communication Tactics for Agricultural Tourism Promotion

Kotchaphan Wilaphan; Apiwat Meoupphakarn

ผู้แต่ง

Kotchaphan Wilaphan School of Agricultural Technology, King Mongkut’s Institute of Technology Ladkrabang, Thailand
Apiwat Meoupphakarn School of Agricultural Technology, King Mongkut’s Institute of Technology Ladkrabang, Thailand

คำสำคัญ:

Agritourism, Vlog communication, Behavior experience, Digital storytelling, Content tactics

บทคัดย่อ

This study aimed to examine the components and communication tactics of video blogs utilized to promote agritourism. A research and development methodology based on the 3P framework (Pre-production, Production, Post-production) was used. The sample consisted of 157 participants who viewed agritourism-related vlogs. The research instruments included a semi-structured interview for components and communication tactics of video blogs in Agritourism, a questionnaire on audience needs and behavior, a vlog quality assessment criterion, and a vlog satisfaction survey. Data were analyzed using content analysis and descriptive statistical analysis. The results revealed four key components in the development of effective agritourism vlogs: (1) Video, Content, Visual, and Quality, (2) Storytelling and Narrative, (3) Interactivity and Engagement, and (4) Vlogger’s Role and Credibility. The two vlog episodes developed for this study received an overall mean satisfaction score of ( $\overline{x}$ = 4.55, SD = .29) out of 5.00. These findings suggest that the proposed vlog components and communication tactics can serve as a practical framework for producing vlogs that can be used to support agritourism communication and can be applied in the development of new marketing and communication tactics aimed at promoting community enterprises in various contexts.

เอกสารอ้างอิง

Asyraff, M. A., Hanafiah, M. H., Aminuddin, N., & Mahdzar, M. (2023). Adoption of the stimulus–organism–response (S-O-R) model in hospitality and tourism research: Systematic literature review and future research directions. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 12(1), 19–48.

Cao, X., Qu, Z., Liu, Y., & Hu, J. (2021). How the destination short video affects the customers’ attitude: The role of narrative transportation. Journal of Retailing and Consumer Services, 62, Article 102672.

Chavez, L., Ruiz, C., Curras, R., & Hernandez, B. (2020). The role of travel motivations and social media use in consumer interactive behaviour: A uses and gratifications perspective. Sustainability, 12(21), Article 8789.

Department of Tourism. (2023). Tourism Service Development Plan 2023–2027. Tourism Service Development Division.

Dewantara, M. H., Gardiner, S., & Jin, X. (2023). Travel vlog ecosystem in tourism digital marketing evolution: a narrative literature review. Current Issues in Tourism, 26(19), 3125-3139.

Escalas, J. E. (2004). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33(2), 37-48.

Firmstone, J., & Coleman, S. (2015). Public engagement in local government: the voice and influence of citizens in online communicative spaces. Information, Communication & Society, 18(6), 680-695.

Frobenius, M. (2014). Audience design in monologues: How vloggers involve their viewers. Journal of Pragmatics, 72, 59-72.

Gan, J., Shi, S., Filieri, R., & Leung, W. K. S. (2023). Short video marketing and travel intentions: The interplay between visual perspective, visual content, and narration appeal. Tourism Management, 99, Article 104795.

Gholamhosseinzadeh, M. S. (2023). Theorizing vloggers’ approaches and practices in travel vlog production through grounded theory. Journal of Hospitality Marketing & Management, 32(2), 196-223.

Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), Article 701.

Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion : Psychological studies of opinion change. Yale University Press.

Hu, T.-L., Chao, C.-M., Hsieh, W.-K., & Lin, C.-H. (2025). The impact mechanism of video maturity and content empowerment on purchase intentions: a case study of agricultural tourism in taiwan. Sustainability, 17(7), Article 3195.

Islam, M. T., Kumar, J., Wong, F. Y., Hussin, S. R., & Ari Ragavan, N. (2024). Camera to Compass: Unravelling the Impact of Travel Vlogs on Tourist Visit Intentions. Academica Turistica, 17(2), 163-177.

Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509-523.

Li, M. W., Kim, Y. R., Liu, A., Scarles, C., & Chen, J. L. (2025). Storytelling in travel vlogs: Scale development, validation, and application. Journal of Travel Research, 65(3), https://doi.org/10.1177/00472875241312178

Liang, A. R.-D., Hsiao, T.-Y., Chen, D.-J., & Lin, J.-H. (2020). Agritourism: experience design, activities, and revisit intention. Tourism Review, 76(5), 1181-1196.

Liu, J., Wang, Y., & Chang, L. (2023). How do short videos influence users' tourism intention? A study of key factors. Frontiers in Psychology, 13, Article 1036570. https://doi.org/10.3389/fpsyg.2022.1036570

Liu, Y., & Thuraiselvam, S. (2024). Factors Influencing Tourists’ Sustainable Behaviours towards Cultural Heritage Tourism in Qufu City, China. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 13(2), 123–144.

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501

Lu, W., & Stepchenkova, S. (2015). User-generated content as a research mode in tourism and hospitality applications: Topics, methods, and software. Journal of Hospitality Marketing & Management, 24(2), 119-154.

Maj, A. (2024). Communicate to engage: storytelling, content creation, and promoting the idea of sustainability and intercultural dialogue in travel videoblogs. Creativity Studies, 17(1), 1–13.

Nguyen, P. M. B., Pham, L. X., Tran, D. K., & Truong, G. N. T. (2024). A systematic literature review on travel planning through user-generated video. Journal of Vacation Marketing, 30(3), 553-581.

Niftiyev, I. (2024). Exploring agritourism perceptions through social media: A thematic analysis based on the uses and gratifications theory. BIO Web of Conferences, 139, Article 14005. https://doi.org/10.1051/bioconf/202413914005

Olga Lo, P., & Razaq, R. (2014). Evolution of social media and consumer behaviour changes in tourism destination promotion. International Journal of Business and Globalisation, 12(3), 358-368.

Petty, R. E., & Cacioppo, J. T. (2012). Communication and persuasion: Central and peripheral routes to attitude change. Springer Science & Business Media.

Phillip, S., Hunter, C., & Blackstock, K. (2010). A typology for defining agritourism. Tourism Management, 31(6), 754-758.

Ramappa, K., Srivastava, R., Kumar, B., Shravanthi, A., Sharma, M., & Karjagi, R. (2022). Opportunities & challenges of agritourism. Indian Research Journal of Extension Education, 22(3), 78–84. https://doi.org/10.54986/irjee/2022/jul_sep/78-84

Saini, H., Kumar, P., & Oberoi, S. (2023). Welcome to the destination! Social media influencers as cogent determinant of travel decision: A systematic literature review and conceptual framework. Cogent Social Sciences, 9(1), Article 2240055.

Silaban, P. H., Chen, W.-K., Nababan, T. S., Eunike, I. J., & Silalahi, A. D. K. (2022). How travel vlogs on youtube influence consumer behavior: A use and gratification perspective and customer engagement. Human Behavior and Emerging Technologies, 2022(1), Article 4432977.

Smith, B. G., & Gallicano, T. D. (2015). Terms of engagement: Analyzing public engagement with organizations through social media. Computers in Human Behavior, 53, 82-90.

Tussyadiah, I. P., & Fesenmaier, D. R. (2009). Mediating tourist experiences: Access to places via shared videos. Annals of Tourism Research, 36(1), 24-40.

Vieira, V. A. (2013). Stimuli–organism-response framework: A meta-analytic review in the store environment. Journal of Business Research, 66(9), 1420-1426.

Wang, C., Cui, W., Zhang, Y., & Shen, H. (2022). Exploring short video apps users' travel behavior intention: Empirical analysis based on SVA-TAM model. Frontiers in Psychology, 13, Article 912177. https://doi.org/10.3389/fpsyg.2022.912177

Xie, X.-Z., Tsai, N.-C., Xu, S.-Q., & Zhang, B.-Y. (2019). Does customer co-creation value lead to electronic word-of-mouth? An empirical study on the short-video platform industry. The Social Science Journal, 56(3), 401-416.

Xu, D., Chen, T., Pearce, J., Mohammadi, Z., & Pearce, P. L. (2021). Reaching audiences through travel vlogs: The perspective of involvement. Tourism Management, 86, Article 104326.