Influences of Parasocial Interaction between Mark Wien’s Travel Vlogs and Indonesian Viewers on Their Travel Intentions to Thailand

Abstract

This research aimed to explore the potential influences of YouTube travel vlogs about Thailand by American vlogger, Mark Wiens, on his Indonesian viewers. The study examined causal relationship between vlogger’s parasocial interaction, his viewers’ vlogger-viewer imagery fit, perceived country image of Thailand, and travel intentions to Thailand. Using purposive and snowball sampling, an online survey was conducted with 153 Indonesians living outside Thailand who watched at least five videos about Thailand by Mark Wiens. Simple Linear Regression and Multiple Linear Regression were used to test the proposed research hypotheses. Analysis results supported all seven hypotheses such that Mark Wiens’s social and physical attractiveness along with attitude homophily significantly influenced his parasocial interaction with Indonesian viewers, his parasocial interaction significantly influenced his viewers’ vlogger-viewer imagery fit and perceived country image of Thailand, which further significantly influenced their travel intentions to Thailand. Implications were given for both academic and business sector regarding on how travel vlogs can be used to promote travel intention via vloggers’ parasocial interaction and their viewers.