PROPOSED WORKING TITLE: Perceived Influence of Travel Vlogs on Tourist

Destination Choice of University of Perpetual Help System Students

CHAPTER 1
THE PROBLEM AND REVIEW OF LITERATURE

Introduction
Since the widespread introduction of technology and website especially in 2010’s, many people
use technology for communication, business purposes and for leisure time. Since the Covid-19
virus spread throughout the whole world, many of us use our gadget to watch through different
social media platform and especially YouTube. Many vlogs has been circulating through this
platform and the travel vlogs is the most popular and most watched videos for the reason that it
is enjoying and many of us want to see different cultures, food and people inside and outside
our country. Living in the Digital Era has dramatically transformed the traveler's experience, as
travel guidebooks and maps have become obsolete and are no longer in use due to tourists'
perceptions that they are unreliable (Brown, 2019). As life becomes more digitalized, so does
the way people plan their vacations, resulting in a better travel experience for everyone. When
one desires to travel, navigating and performing research is nothing because there are
numerous resources available, including YouTube Travel Vlogs, Facebook Blogs, TripAdvisor,
and even Instagram postings. Planning for the next travel destination is smoother and more
accessible thru the availability of information online or friend/influencer referrals and reviews of
various places. According to Morrison (2015), 52 percent of Facebook users, particularly
Millennials, navigate online because of their fear of missing out (FOMO). As a result, both travel
blogs and vlogs have become popular and functioned as a reliable source of information when
traveling not only for being trendy but also for enhancing travel experience by guiding the
viewers on effective travel planning.

Background of the study

The influence of social network is rapidly advancing in this contemporary time. The World Wide
Online has seen the proliferation of user-driven web innovations such as blogs, social networks,
and media sharing channels during the last decade. These advances, collectively known as
social media, have enabled the expansion of user-generated content, the worldwide community,
and the publication of customer opinions (Smith, 2009). Such a tendency is already influencing
how people use the internet, drawing attention to popular sites like Facebook, YouTube,
Instagram, and Twitter, where people interact and generate original content. The Internet and
social media sites are increasingly becoming key sources of information for a variety of
decisions in people's daily lives. People all across the world are looking for information on their
fantasy vacations on their phones and laptops.
With the widespread access and use of social media, various contents emerged such as a video
vlog. A video blog, sometimes known as a video log, is a type of blog in which much or all of the
content is in video format. Making a video of one’s self talking about a specific topic, such as
covering or reviewing a product or case, is what a vlog post entails. Vlogging serves as a
platform to connect with people within and across nations. Moreover, it serves as an avenue for
people’s insights and perspectives can be heard especially if one do not like to write (blogging).
According to the article "Video Marketing in Travel-10 Key Insights," 64% of people who dream
about going on a vacation watch travel-related films, and 60% of passengers who use social
media to limit their operation, brand, or location options. It was also discovered that trip vlogs
are the most popular YouTube videos. This reveals that the number of people who watch travel
vlogs continuously increase.
With the abovementioned innovation in travel related activities, this is study is conducted. This is
to further understand the effects of the perceived influence of travel vlogs content on the travel
intention to visit a tourist destination. Furthermore, it aims to investigate the challenges and
changes of travel vlog experiences among University of Perpetual Help System students. This
study is set to unravel the influence of travel vlogs to students’ decision making in planning for
their next travel destination.
Tourists look forward to seeing videos that are made up of things that happen in real life, as well
as those vlogs that are posted only after content has been gathered so they have a greater
effect.

The effect of travel vlogs depends on the nature of the video and the influence it has on
audiences. There is an increase in people viewing travel vlogs from smartphones, and it has
also been found that travel videos are viewed during the day if the user sticks to their laptop, but
are generally less noticeable on smartphones and tablets when people only view them
throughout the evening (Crowel, Gribben &Loo, 2014).

Through the evolution of the internet, tourists are now looking at social media to find their dream
destinations. When a survey was conducted by the Travel Industry Association of America, it
was found that 67% of people on the Internet were looking for tourist destinations, checking
ratings, discovering prices, led by 41% of people booking via the Internet (Al, 2012).

The aim of this study is to know the relationship of travel vloggers’ influence and the decision-
making of Filipino tourists through social media platforms. The Gen-Z, which is made up of
those born in the late 1990s, has had a major impact on the travel industry, and by 2020 the
Gen-Z will be the largest buyer of tourism.

Review of Related Literature and Studies

This chapter presents the literature and studies used in this study. Studies that are included in
this section are mostly from the internet which the researchers used as a guide in constructing
the said research.
Travel Vlogs and Its Advantages
Travel vlogs or content with several languages (included in subtitles) should be a thing
nowadays so that many people can understand the contents of the vlog, especially that a lot of
people are active now on social media (Purwadi et al., 2017) Beautiful places that are unfamiliar
to people such as Garut, Indonesia will have an exposure with the help of the travel vloggers or
videos that are multilingual. Purwadi et al. (2017) also stated that a multilingual travel vlog has
the advantage to be understood by international viewers and this can be a way to promote such
places, especially those who have a huge platform in social media.
In today’s generation “Vlogging” is the biggest trend, it is a combination of words of blog and
video. NewBery (2018) stated that a popular type of vlog is travel vlog. And he mentioned travel
vlogs have many positive effects like they can allow the viewers to experience something that
may not be able to. Additionally, travel vlogger can educate people about places, traditions, and
cultures in one destination. Also, the author said that he watches several vlogs before traveling
in one place because it is much easier and helpful through visual form than words.
Based on the website content career vlog is pronounced as it is. A vlog is a video where they
record themselves that creates different contents such as interest, opinions, and their personal
life. The person who does vlogs is called a vlogger. This article will help our research by
knowing the true meaning of the vlog. It will also help us to gain our knowledge regarding vlog.
As stated on Earth & World website travel vloggers focuses on new experiences and exciting
adventures. Travel vlogs give many benefits to the vloggers and earning money while
experiencing new adventures is one of them. Having a travel agency sponsor is also one of the
benefits that a travel vlogger can get, it’s like having free travel while enjoying other places
tourist spots and earning money from the travel agency for promoting their company at the
same time. The most important benefit that travel vlogger can get is boosting their own
confidence level because a lot of people are having a hard time gaining confidence but with the
help of being a travel vlogger, it can boost your confidence since you are interacting with
different people. This article will support our research by knowing the different advantages of
watching travel vlogs rather than other travel websites.
Anil (2016) suggests that tourists who use social media are rapidly becoming a social network
that has a vast influence on related potential clients. As a result, the number of individuals
surveying and purchasing tourism services and merchandise on social media could be
increased by quicker and more open ways of social media shopping. Moreover, awareness in
tourism-related service and product purchasing process is not easy, but a complex process that
involves customer interaction before, during, and after the use of the product and service,
through social media.
Trinh and Nguyen (2019) argues that the personality of the vlogger often has a positive impact
on the audience's perception of the destination. Positive feedbacks may be observed based on
the video effects used in transmitting images to audiences. However, possible differences
between regions, countries, and societies are likely to occur. Thorough examination and proper
determination of samples must also be considered in conducting this study.
According to the article entitled “How YouTube Vloggers Are Changing the Travel Industry”,
most social media users have been inspired by Facebook posts from their friends to book new
travels. Over the last few years, online video content has become very influential in the travel
and hospitality industry. People like watching videos on YouTube before they go on a trip to
gather general ideas, feedback, but most of all, they like listening to real-life stories and
interacting with makers. Travel vlogs have the most social involvement on YouTube than other
forms of travel material (2017). The report notes that travel vloggers will draw almost half of the
subscribers on YouTube.
Travel vloggers can be introduced as the future of content marketing for they can provide guides
on the prospective tourists. It has been observed that travel vloggers who share information,
experience, and insights have become a gateway for the people or their viewers to encourage
them to go to that certain place.
Tsai et al. (2017) revealed that watching video clips have effects on both cognitive image and
effective image, it helps increased travel intention towards travel destination after watching the
videos. But not all respondents are willing to share the video clips with others only (49%) of
interviewees are willing and (55%) of people search for information on social media about place.
Based on Ellina Mironova’s (2016) research, people watch YouTube due to its different point of
views, they also stated that people choose to watch YouTube vlogs rather than television.
Viewers are most likely to express themselves by watching YouTube videos. People also watch
vlogs by reason of admiring vloggers that becomes their role model, many people want to be
vlogger just like what they watch on YouTube (Albert Bandura, 2001). This suggests that people
prefer watching YouTube vlogs than reading.
According to California State University, San Bernardino (CSUSB) Scholar Works, YouTube is
one of the most important keys to accessing many audiences to promote tourist destinations.
Travel vloggers give a positive effect on the tourism industry. Travel vloggers give an advantage
to the tourism industry by providing free sources on watching their experiences. This article will
help our research by knowing the impact of travel vlogs on the tourism industry. It will help us to
determine the possible reason why some people choose to gain information thru travel vlogs.
The study in 2016 indicates the environmental impact of travel vlogging. The findings of the
researchers show that tourism plays an essential part in increasing economic development.
Nevertheless, its main function in carbon dioxide emissions depends primarily and effectively on
the modification of environmental performance policies. More precisely, long-term elasticity
findings show that tourism encourages economic growth in the countries of the Eastern and
Western European Union (EU). The purpose of this analysis is to assess the relationship
between tourism and economic development and carbon dioxide emissions in the economies of
the Eastern and Western EU by combining the position of Foreign Direct Investment (FDI) and
trade in output and Carbon Dioxide emissions.
In this study, people could see how tourists affect our economy and our environment (Paramati
et al., 2016). It also shows the importance of tourists to the development of the economy, but it
is also possible that it will affect our environment, and it can be both bad and good. Moreover, it
will help to see how the tourist decision affects our environment. Every tourist decision can be
detrimental to our environment.

Trustworthiness of Travel Vloggers

An article regarding the trustworthiness of online channels for experience and goal-directed
search tasks was made by Dickinger in 2010. It was mentioned that users who give their
expertise and provide advice based on their best judgment are considered the most realistic.
Dickinger study showed that travelers are particularly vigilant when it comes to marketing
content (service provider) as an information source and feel that providers of information via
other means are more professional. It is also showed that informativeness has the biggest
influence on trust towards an online knowledge source and implies that integrity and authenticity
have a huge effect on the sense of trust in the information given by service providers.
The article of Dickinger has to bear to the present study as it contributes to understanding the
dimensions of trustworthiness. The study shows that, depending on the content, online
platforms exhibit trustworthiness in several ways. It provides an understanding of if travel vlogs
are one of those online platforms considered to be reliable.
Furforo (2019) mentioned that influencers have a big impact on the decision-making process in
today's generation because some influencers produce a strong level of attraction and desire for
consumers. Consequently, millennials face difficult decision-making processes due to the
availability of information sources that can challenge judgments in choosing destination.
Furthermore, Gretzel & Xiang (2010) discussed that social media is part of online tourism and
plays an important role in a search engine in travel information and planning because is much
accessible and easier for travelers looking for information in one place.
Meanwhile Gonzalo (2012) stated that tourist has seven different ways to research online for
their tour: (1) Researched an upcoming trip, (2) watched a travel video, (3) Brainstormed or
started thinking about the trip (4) Researched travel as a result of seeing an online ad, (5) Read
reviews from other travelers, (6) Requested more information related to an upcoming trip, (7)
Looked travel content or reviews by family or friends. And in the result of their survey that 70%
of travelers start looking for information online before where they decide to travel.

According to Stefan Zak (2020) Influencers gives a huge impact on the audience when it comes
to decision making. They stated that using influencers is one of the popular marketing strategies
right now they used influencers to gain more audience because many people are using social
media and a lot of them are addicted to several influencers. Based on their survey many people
are buying and trying different services that are suggested by the influencers. This article will
help us to easily determine the relationship between vlogger’s influence on decisions making of
Filipino tourists. It helps us to know how other people react when vlogger’s introduced different
products and how subscribers responded to their suggestions.

According to research, viewers are most interested in the travel content which displays tips and
personal events of experienced explorers that travel regularly. Content creating on YouTube
and Instagram has given viewers the opportunity to have a better understanding and look at
what the travel lifestyle is about. Travel content gives the opportunity for explorers to virtually
travel and dives into their interests without needing to travel themselves. Additionally, the effect
on the follower’s desire to go to cities of content they view is most towards the affirmative side.
This is not just to say that the followers have mostly positive outcomes and cravings to travel to
those destinations, but general influences on the viewer’s wishes of wanting to go or not. When
travelers are taken through a virtual experience of another traveler, they formulate their own
opinion on what activities and content at that location they are interested in. The viewer can
either take the content as the inspiration of destinations to go and activities to do or as
discouragement and lack of interest in the location. The results show that influencers at least
have an effect, whether negative or positive, on the followers’ desires to visit destinations. The
concept of travel content on social media influencing people’s lives, opinions, and companies
would not have been thought of ten years ago. Communication and social networking on digital
platforms are developing rapidly. Globalization throughout the past 20 years has grown
substantially and has surpassed the idea of face-to-face consultations (Lalangan, 2020).
The article of Lalangan placed emphasis on how all variables of travel content connected
through the social feedback cycle, rendering the sequence from the influencer and possible
marketing partnership to creating content and travel marketing to the viewer, to the viewer
possibly contacting the travel businesses for their own travels.

Synthesis
As the development of technology is changing from time to time, people have become more
engaged in using social media platforms. One of the social media applications that people
spend more time on is “YouTube”, where many vloggers or also called influencers, uploaded
their contents on the said application. It was mentioned that travel vlogging has a lot of
advantages to its viewers, such as the vloggers give information and tend to make their viewers
feel like they are also in that place just by watching the travel vlog.
The themes mentioned above provide background data for the researchers’ study. It gives a
clear depiction of how travel vloggers affect decision-making of tourists. Based on the gathered
data, most people consider the recommendations of the travel vloggers. Interesting information
provided by travel vloggers pave the way of earning the trust of tourists. Advantages of travel
vlogs were also discussed to further explore how tourism industry benefits from the guides
provided by travel vlogs in various social media platforms.
After completing a thorough review of the literature, the researchers will use the information
gained as groundwork for understanding how travel vlogs can change the viewpoint of travelers
in decision making.

Statement of the Problem

This study intends to evaluate the perceived influence of travel vlogs on tourist destination
choice of University of Perpetual Help System Students. It desired to answer the following
questions:
1. How may the respondents be described in terms of:
1.1. Age
 1.2. Gender
1.3. Monthly Allowance
2. How do respondents perceive travel vlogs in terms of reliability?
3. What characteristics of travel vlogs attract respondents?
4. How may travel vlogs impact respondents’ travel decision-making process in choosing
travel destinations?
5. What can be proposed based on the results?

Research Objectives:

 To determine the audiences' perceived homophily when watching the travel vlogs.

 To determine which social media platform that students generally prefer on watching
travel vlogs.

 To determine the features or attributes that users consider in an advertisement of travel

vlogs.

 To examine the influence of source and message effect on audiences' perceived

destination from vlog contents.

People can share and learn about their travel experiences on a variety of travel vlogs. However,
evidence suggests that not every vlog has the same level of impact on travelers. As a result, it is
imperative to address the issue on identifying the qualities of travel vlogs that draw travelers’
attention that further affect their choices.
In this study, the researchers will try to know the Effects of Perceived Influence of Travel Vlogs
Content on the Travel Intention to Visit a Tourist Destination. This study was unique, mainly
because the subject of the research is the Filipino college students, more specifically the
students from the country's university (University of Perpetual Help System Dalta-Molino). With
the use of indicators, ads' creativity and informativeness, the study will be conducted to further
understand the effects of perceived influence of travel vlogs content on the travel intention to
visit a tourist destination among University of Perpetual Help System students.

Theoretical Frameworks

Problem Recognition

Information search

Evaluation of alternatives
 Figure 1. Five-Stage Model of Consuming Buying Process (Keller & Kotler, 2012)

According to Keller and Kotler (2012), once an individual decides to purchase either a good or
service, it passes through a 5-Stage Model before he continues with the purchase:
Problem Recognition, Information Search, Evaluation of Alternatives, Purchase Decision,
and Post-Purchase Behavior. Problem Recognition Travelling is already considered a luxury
these days but before one can enjoy his vacation recognizing problems is the first step. The
problem starts once the problem is triggered by either internal stimuli which is the thirst or
hunger to go to places or triggered by the external stimuli which is the appreciation for other’s
travel experience. According to (Keller & Kotler, 2012), there are 3 reference groups in which a
consumer or groups of consumers are part of or wanted to be a part of. First, is Cultural
reference. This pertains to the formation of the behavior of wants and desires through family,
friends, environment, and others where a person is exposed to growing up, may it be values of
either 21 success or material comfort. Second, is Social. This involves the influence of certain
reference groups such as: family, social roles, status, income, job position, and others to the
consumers’ buying behavior. Lastly, Personal. It encompasses the formation of an individual’s
values and principles based on cultural and social factors that will determine his sense of
belongingness to the culture or society he lives with. The aforementioned factors are relevant in
developing a wise consumer that can recognize and face problems that may arise during the
travel. Some travelers may not consider some of these factors for they have the ability to adapt
on the financial constraints of travelling while others may find it challenging and need to resort to
the consideration of the cultural, social, and personal factors.

Information search

Searching information on traditional media is now uncommon, people search information online
may it be on Facebook, Google, YouTube, etc. as there is an increase of consumers
switching to Social Media Channels in search for information during the decision-making
process. Travel bloggers and vloggers have a significant impact on consumer behavior as they
have a virtual travel experience without even having to go out of the comfort of their
own homes, (Nielsen, 2012). In addition, according to the research conducted by (Nielsen
2012) consumers tend to search for information through Social Media posted by influencers to
influence the purchase decision.

Evaluation of alternatives

The Social Media Platform is a huge platform with thousands of travel bloggers and
vloggers who utilize the platform to share their travel experiences and earn a living. In addition,
these travel bloggers and vloggers are also in partnership with several airlines, hotels,
in 22 destination services, etc. in which they offer discount codes for travelers to take
advantage of and this can influence the process of evaluating alternatives. Consumers also
consider depending on budget, experiential benefits, health benefits, relaxation benefits, value
relevance, social influence, and travel behavior. This is where travelers take into consideration
the over-all travel experience that they want to encounter when they travel as they are
comparing alternatives based on their own financial capacity, places they want to visit,
restaurants they want to try, and activities they want to do and the value associated with it with
the huge influence of travel bloggers and vloggers in evaluating alternatives.

Purchasing decision

The purchase of goods and services online are risky by consumers but despite of that if it
comes from a travel influencer, the trust increases as people consider these sources of
information reliable. There is an increase in efforts towards the fundamental factor of trust when
it comes to consumer behavior as these travel influencers increase the reliability which makes
it easier for travelers to trust. There is an increase in efforts towards the fundamental factor of
trust when it comes to consumer behavior which are supported by the travel blog and vlog
content because they boost the social presence, influences the purchase decision, and
enhances the travel experience

Post purchase decision

In this stage, there are certain things that either exceed or failed to meet his expectations and
this is where customer satisfaction comes in. If satisfied, there is a higher chance that the
customer will follow the same pattern of the decision making process but if the customer
is dissatisfied, there will be an iteration of the decision making process or will have trust issues
in the future which is a hindrance in trusting travel blogs and vlogs as it has already
affected the travel experience. It is because a satisfied customer is more likely to repeat the
purchase again and he will share his positive experience online which others consider to share
online which also leads to another positive view or can turn out to be another travel blog or vlog
in which other people who are planning their travels can use the information as these blogs and
vlogs are considered as 23 the modern word-of-mouth. However, if dissatisfied, it will be a
viral negative online post to help other travelers be aware.

Conceptual Framework

Travel vlogs contents Tourist Destination Choice

Hypothesis of the Study

Travel content vlogs do not significantly affect the intention to travel a tourist destination among
UPHSD Molino students.

Significance of the Study

This study will be significant and help the decision-making of Filipino tourists in terms of
determining a place to visit. The findings of this study will be beneficial to the Filipino tourists,
travel vloggers, and travel agencies.

Future and Current Vloggers. The results of the study will allow Vloggers to improve
the quality of their vlogs that would meet the needs of their viewers.
Airline companies. This study will provide information to the Airline companies on the
trend in visiting tourist destinations thus enabling them to implement strategies that
would market more tourists.
Government. The results in the study will help them improve the current state of tourist
destinations in the country that will address the tourists’ satisfaction.
 Advertisers. This study will give sufficient idea that will be beneficial in improving their
marketing strategies on attracting tourists.
Future Researchers. This study will help them to expand their understanding of the said
topic and to acquire more knowledge. Also, to gather new ideas for the improvement of
their research.

Scope and Delimitation of the study

The focus of the study is the influence of travel vlogs in the decision making of the students in
choosing their travel destination. This study is designed to identify and assess how travel
vloggers influence the decision making of University of Perpetual Help students. This study
limits its coverage to the students of the University of Perpetual Help System Dalta Molino
Campus. The scope area of the study will take place in Molino 3, Bacoor Cavite. The
researchers will randomly choose respondents considering the set criteria for University of
Perpetual Help Students who watch travel vlogs and have traveled once or more. This study will
be conducted from May 2022 to December 2022

Definition of Terms

Vlog - Vlog stands for a video blog or video log, and refers to a type of blog where most or all
the content is in a video format.

Vlogs content - It consists of creating a video of yourself where you talk on a particular subject
such as reporting or reviewing a product or an event.

Travel vlogs - are personal, realistic videos that feature the vlogger exploring new areas or
locations.

Travel Destination - A place of interest where tourists visit, typically for its inherent or exhibited
natural or cultural value, historical significance, natural or built beauty, offering leisure and
amusement.

Social Media - a computer-based technology that facilitates the sharing of ideas, thoughts, and
information through virtual networks and communities.
Influencers - is someone in your niche or industry with sway over your target audience.
 CHAPTER 2
Methodology

Research Design
This study employs a quantitative research method to evaluate the association between
travel influencers and University of Perpetual Help System Molino students' decision-
making. The study is a correlational research design, which means that the researchers
determine whether there is a relationship between the two variables without having to
control the target respondents. The researchers selected this strategy because we, the
researchers, wanted to see if travel influencers had an impact on the students at
UPSHD-Molino’s decision-making.

Participants Characteristics
Eligibility and Exclusion Criteria. Travel Vlog videos have become a significant
source of tourism information for travellers, influencing their behavior intentions.
This research outlines the video qualities of travel Vlog videos and investigates
how these characteristics affect users' behavioural desire to travel through
empirical analysis. The findings suggest that the attractiveness, engagement,
perceived entertainment, and perceived utility of travel Vlog videos have a strong
beneficial impact on behavioural intention to travel. On the basis of this, several
recommendations are made for vloggers to improve their own attractiveness,
video interaction, entertainment experience, and video connotation. The findings
of this paper's research have significant implications for tourism destination
marketing and management.
Major demographic characteristics.
 Age range
 Gender
  Monthly Household Income

Psychographic and behavioral Profile

 Frequency of travel in a year
 Purpose of travel
 Sources of getting information about travel destinations
 Times of watching travel vlogs
 Reason of watching travel vlogs

Sampling procedures
Procedure for selecting participants
Selecting participants
Questions to consider:
 Are the participants appropriate for the research questions?
 Are the participant’s representatives of the population interest?
 How many participants should be used?

Population
 CITHM students of UPHSD Molino that have travelled for five years

Sample
 1st – 4th year Tourism Students

Sampling size, power and precision.

The study will be conducted inside the University of perpetual help campus, and only
70 respondents’ will be given a chance to answer the survey questionnaire through
the use of social media. The researchers chose the place of operation for the reason
that it will give the researchers the desirable data for people struggling in making
their own decision by watching through travel vlogs. The researchers made use of
the purposive sampling method in finding the respondents for their study, it is a non-
probability sampling method in which the researchers have chosen their sample
based on their own personal judgement and/or purpose on who they think meets the
criteria they have set. And that purpose to find the relationship of travel influencers
and decision making of a Filipino tourist.
Research Instrument
The researchers used a online interview which is in the form of survey questionnaire.
The questionnaire is a close-ended interview for the respondents. The respondent’s
choices are limited to the set of options provided in the questionnaires. The
questionnaire consist of 4 parts, the first part is the screener question, the second
part is their demographic profile, the third part is their travel experience and the last
part is in the form of a four-point Likert Scale which ranged from strongly agree (4) to
strongly disagree (1). There are also supplementary questions given.
Data Collection and Sample Description
The online survey objects are students if UPHSD Molino who have watched travel
Vlog on YouTube ir any social media. In order to ensure the validity of the
questionnaire, the following methods are adopted to screen the questionnaire:
Firstly, in order to better ensure the validity of the questionnaire, the
questionnaire is beginning with the question: ‘have you watched the travel Vlog in
the last three months?’ As a filtering question, choose yes to continue to answer,
the subsequent questions are valid. Secondly, after the questionnaire was collected,
every questionnaire will be screened, and all the questionnaires that will be filled
with incomplete or dishonest data will be deleted.

Data analysis
Validity refers to the extent to which measurement tools or means can accurately
measure the item. We will use factor analysis method to test the scale validity.
These variables could be used for factor analysis and validity analysis. Therefore,
our scale data could prove that our scale will be effective.