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YouTube Videos: A Destination Marketing Outlook

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Strategic Innovative Marketing and Tourism

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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.

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Acknowledgement

We gratefully acknowledge the financial support from “Fundação para a Ciência e Tecnologia” (FCT—Portugal), national funding through research grant (UID/SOC/04521/2019) of the Advance/CSG, ISEG and from the project ACORES-01-0145-FEDER-000017 from AÇORES 2020, through FEDER—European Union.

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Authors and Affiliations

  1. University of the Azores, Ponta Delgada, Portugal

    Flavio Tiago, Filipa Moreira & Teresa Borges-Tiago

Authors
  1. Flavio Tiago
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  2. Filipa Moreira
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  3. Teresa Borges-Tiago
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Corresponding author

Correspondence to Teresa Borges-Tiago .

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Editors and Affiliations

  1. Department of Business Administration, University of West Attica, Aigaleo, Greece

    Androniki Kavoura

  2. Department of Business Administration, State University of New York at Oswego, Oswego, NY, USA

    Efstathios Kefallonitis

  3. Department of Business Administration, University of West Attica, Aigaleo, Greece

    Apostolos Giovanis

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Tiago, F., Moreira, F., Borges-Tiago, T. (2019). YouTube Videos: A Destination Marketing Outlook. In: Kavoura, A., Kefallonitis, E., Giovanis, A. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-12453-3_101

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