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YouTube Videos: A Destination Marketing Outlook

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Flavio Tiago

    (University of the Azores)

  • Filipa Moreira

    (University of the Azores)

  • Teresa Borges-Tiago

    (University of the Azores)

Abstract

Maintaining a presence on social media has become unavoidable for tourism destinations around the world. With numerous delivery platforms available, the challenge is deciding what to use and what type of contents to promote therein. Video contents have proven to be more engaging as they are able to influence the potential tourist demand. This article explores the use of YouTube to promote a destination from the viewpoint of users, destination marketing organizations, and influencers. For this study, visual, audio, and textual contents—along with the characteristics—of 388 videos linked to a destination were analyzed. The findings highlight significant differences between professional-generated content, user-generated content, and influencer-generated content, causing different destination image projections. Influencer-generated content is mostly a combination of the other two but is presented according to a storytelling approach; thus, it is more similar to user-generated content.

Suggested Citation

  • Flavio Tiago & Filipa Moreira & Teresa Borges-Tiago, 2019. "YouTube Videos: A Destination Marketing Outlook," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 877-884, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_101
    DOI: 10.1007/978-3-030-12453-3_101
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    Cited by:

    1. Vujičić, Miroslav D. & Kennell, James & Stankov, Uglješa & Gretzel, Ulrike & Vasiljević, Đorđije A. & Morrison, Alastair M., 2022. "Keeping up with the drones! Techno-social dimensions of tourist drone videography," Technology in Society, Elsevier, vol. 68(C).

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