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How vlogging promotes a destination image: A narrative analysis of popular travel vlogs about the Philippines

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  • Rachel Luna Peralta

    (Institute for Tourism Studies)

Abstract

This paper critically examines the potential and use of video blogs or vlogs shared on Facebook for creating a destination image. In particular, it makes an in-depth analysis of the travel vlogs about the Philippines created by popular non-Filipino travel vloggers—Lost LeBlanc, BecomingFilipino, Nas Daily, and Drew Binsky. The data were gathered through a qualitative content and narrative analysis of the user-generated videos posted on the travel vloggers’ Facebook accounts. Content and visual analysis of the videos as well as viewer responses support the argument that travel vloggers and their respective vlogs play a key role in creating an online destination image of a place. Stories and images in vlogs vividly create destination images necessary and fundamental for place marketing. Travel vlogs are representations of destination experiences, from which public and private tourism agencies can use in their promotional/marketing agenda.

Suggested Citation

  • Rachel Luna Peralta, 2019. "How vlogging promotes a destination image: A narrative analysis of popular travel vlogs about the Philippines," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 244-256, December.
    • Handle: RePEc:pal:pbapdi:v:15:y:2019:i:4:d:10.1057_s41254-019-00134-6
    DOI: 10.1057/s41254-019-00134-6
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    References listed on IDEAS

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    1. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    2. Hunter, William Cannon, 2016. "The social construction of tourism online destination image: A comparative semiotic analysis of the visual representation of Seoul," Tourism Management, Elsevier, vol. 54(C), pages 221-229.
    3. Mariani, Marcello M. & Di Felice, Marco & Mura, Matteo, 2016. "Facebook as a destination marketing tool: Evidence from Italian regional Destination Management Organizations," Tourism Management, Elsevier, vol. 54(C), pages 321-343.
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    Cited by:

    1. Heather Skinner, 2021. "Place Branding—The Challenges of Getting It Right: Coping with Success and Rebuilding from Crises," Tourism and Hospitality, MDPI, vol. 2(1), pages 1-17, March.
    2. Muhammad Irfan & Muhammad Shaukat Malik & Syeda Khadija Zubair, 2022. "Impact of Vlog Marketing on Consumer Travel Intent and Consumer Purchase Intent With the Moderating Role of Destination Image and Ease of Travel," SAGE Open, , vol. 12(2), pages 21582440221, May.

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