Exploring the impact of travel vlog attributes on silver tourists’ behavioural intentions: the role of cognitive and emotional resonance

This study examines the effects of different stimuli in travel vlogs on the responses of silver tourists. A particular focus is on the effects of cognitive and emotional resonance. A total of 376 valid questionnaires were collected from Chinese nationals aged 50 years and older. The results indicate that certain attributes of travel vlogs, namely information usefulness, vlogger’s attractiveness, para-social interaction, and audio-visual stimuli, can positively influence the behavioural intentions of silver tourists. In addition, emotional resonance tends to play a more important role in the responses of silver tourists than cognitive resonance. The results suggest that travel vlogs could serve as effective tools for destination marketers aiming to gain a competitive advantage in the silver tourism sector. In addition, in the process of developing or selecting travel vlog content, it is essential for marketing professionals to incorporate informative travel messages accompanied by high-quality audio-visual elements.