EFFECT OF YOUTUBE VLOGS IN TRAVELLING INSPIRATION OF PAKISTANI TOURISTS

Abstract

Pakistan’s landscape attracts tourists with its natural beauty and adventure opportunities. Displaying this beauty has inspired the public. This study examines the impact of social media on travel inspiration for Pakistani tourists, focusing on how digital platforms shape destination awareness, decision-making, and travel behaviour. Guided by McQuail’s Developmental Media Theory, the research finds that YouTube is a major source of travel inspiration. It showcases visually appealing destinations and stories that boost Pakistan’s socio-economic growth. Using a qualitative method, the study gathered data through in-depth interviews with vlog viewers to analyse their perceptions. Purposive sampling and thematic analysis were employed to investigate how vlogs influence audience attitudes. Findings show influencer marketing, user- generated content, and visual storytelling strongly shape tourists’ perceptions and aspirations. These factors increase tourism among Pakistanis. Social media also promotes digital word of mouth, as reviews and shared experiences boost trust and authenticity in travel decisions. Still, challenges persist, including unrealistic expectations, misinformation, and overtourism stemming from heavy social media influence. In conclusion, social media transforms not only tourism promotion but also the motivations and behaviours of Pakistani travellers. Despite limitations in sample size and platform focus, this study lays a foundation for future research on the role of digital media in tourism.