Exploring the Impacts of Students in Hospitality Programs of Vocational High Schools Watching YouTubers’ Travel Programs on Travel Intention from the Perspective of Digital Business Opportunities in the Postpandemic Era

Abstract

The purpose of this study is to explore the impacts of students in the hospitality programs of vocational high schools watching YouTubers’ travel programs on their travel intentions, as viewed from the perspective of digital business opportunities in the postpandemic era. Students in the hospitality programs of vocational high schools were taken as the research subjects, and a questionnaire survey was conducted with convenience sampling. A total of 350 questionnaires were distributed, and 320 questionnaires were recovered for a recovery rate of 91%. After 35 invalid questionnaires were excluded, there were 285 valid questionnaires for an effective recovery rate of 89%. The software, Statistical Package for the Social Sciences and Analysis of Moment Structures, was used for statistical analysis. The research results show that (1) there was no significant difference between different background variables in travel intention; (2) the degree of involvement had a significant impact on travel intention; (3) trust had a significant impact on travel intention; (4) perceived value had a significant impact on travel intention; and (5) destination image had a significant impact on travel intention. Finally, based on the results of this study, relevant suggestions were provided for practical application.