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YouTube Videos: A Destination Marketing Outlook

Flávio Tiago, Filipa Moreira and Teresa Borges-Tiago ()
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Filipa Moreira: University of the Azores
Teresa Borges-Tiago: University of the Azores

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 877-884 from Springer

Abstract: 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.

Keywords: YouTube; UGC; Content marketing; Destination marketing; Azores (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_101

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