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YouTube usage by Spanish tourist destinations as a tool to communicate their identities and brands

Author

Listed:
  • Assumpció Huertas

    (Rovira i Virgili University)

  • María Isabel Míguez-González

    (University of Vigo)

  • Natàlia Lozano-Monterrubio

    (Rovira i Virgili University)

Abstract

Videos are influential image creators and video-sharing sites like YouTube offer new opportunities to DMOs to communicate the identity and the brand of the destinations they represent. The aim of this article was to gain an insight into how Spanish DMOs use YouTube to communicate their promotional videos and to study whether these videos communicate brands through two main elements: attraction factors and emotional values. The research methodology combined an analysis of two important communicative variables of the official YouTube channels (interactivity and visibility) of the analysed destinations with a content analysis of the last 25 videos uploaded to those channels by the DMOs. On the one hand, results showed that the usage of YouTube by Spanish tourist destinations was widespread but with some limitations. The contents of the videos were mainly informative, and this helped to communicate attraction factors rather than emotional values. On the other hand, the presence of brand values is usually related to good results in terms of visibility and interactivity. The article contributes to good practices and recommendations to communicate territories’ brands via YouTube.

Suggested Citation

  • Assumpció Huertas & María Isabel Míguez-González & Natàlia Lozano-Monterrubio, 2017. "YouTube usage by Spanish tourist destinations as a tool to communicate their identities and brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 211-229, May.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:3:d:10.1057_s41262-017-0031-y
    DOI: 10.1057/s41262-017-0031-y
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    References listed on IDEAS

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    Cited by:

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    2. Camilleri, Mark Anthony & Kozak, Metin, 2022. "Interactive engagement through travel and tourism social media groups: A social facilitation theory perspective," Technology in Society, Elsevier, vol. 71(C).
    3. Taesoo Cho & Taeyoung Cho & Hyunjun Choi & Sungchul Yang & Hao Zhang, 2023. "User Satisfaction Study for Sustainability of YouTube Content Quality: Focusing on Ski Technology," Businesses, MDPI, vol. 3(1), pages 1-15, January.
    4. Tjaša Alegro & Maja Turnšek, 2020. "Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos," Sustainability, MDPI, vol. 13(1), pages 1-16, December.
    5. Hemant C. Sashittal & Avan R. Jassawalla, 2021. "Brands as personal narratives: learning from user–YouTube–brand interactions," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 657-670, November.
    6. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.

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