From Screen to Safari: Investigating the Role of Travel Vloggers in Promoting Film-Induced Domestic Tourism in Kenya

Abstract

This study examined the role of travel vloggers in promoting film-induced domestic tourism in Kenya, guided by three objectives: determining the extent of exposure to vloggers’ content, analyzing how vlog-based film-induced tourism influences domestic travel decisions, and assessing the role of digital engagement factors such as likes, shares, and comments in shaping this influence. Grounded in the Uses and Gratifications, Film- Induced Tourism, and Source Credibility theories, the study explored how audiences actively seek gratification from credible vloggers whose cinematic storytelling enhances destination appeal and influences travel behavior. A descriptive research design was employed to capture perceptions and behavioral patterns of domestic tourists across key urban and peri-urban counties including Nairobi, Mombasa, Nakuru, Kisumu, and Uasin Gishu—regions characterized by high internet penetration and vibrant tourism activity. Using Yamane’s formula, a sample of 401 domestic tourists aged 18 and above was selected through a multi-stage stratified and systematic random sampling approach. Data were collected via structured online surveys and social media analytics, allowing for both perceptual and behavioral insights. Findings revealed widespread exposure to vloggers’ content, with visual storytelling, information quality, and frequency of exposure significantly influencing destination interest and travel intent. Correlation analysis confirmed that vlog-based film content strongly affected travel decisions, while digital engagement metrics amplified this influence. The study concluded that travel vloggers are key catalysts for domestic tourism by bridging digital media and travel behavior. It recommended that policymakers and industry stakeholders collaborate with vloggers to create authentic and engaging content, and that future research expand to include regression models and wider geographical coverage to enrich understanding of vloggers’ influence on domestic tourism.