Film Induced Tourism via Social Media in Pakistan

Iqra Saleem, Dr. Wajiha Raza Rizvi, Muhammad Sohail Khalid


Abstract— the recent increase in Pakistani tourism is partly due to substantial coverage of tourist locations in films/v-logs and the trend of sharing them on social media. This study examines the link between tourism and films/v-logs on tourism in Pakistan. The researchers studied v-log films uploaded on social media especially Facebook and YouTube for this research. They selected four variables after the review of literature, which include destination image, information quality, motivation, and intentions. This research uses quantitative methodology to study the relation between these variables. The results show a positive relation between the variables and the hypothesis were accepted. The study also shed some light upon how the COVID-19 pandemic has transformed the tourism in Pakistan. 

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