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

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.

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Correspondence to Rachel Luna Peralta.

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Peralta, R. How vlogging promotes a destination image: A narrative analysis of popular travel vlogs about the Philippines. Place Brand Public Dipl 15, 244–256 (2019). https://doi.org/10.1057/s41254-019-00134-6

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  • DOI: https://doi.org/10.1057/s41254-019-00134-6

Keywords

  • Vlogging
  • Travel vlogs
  • Destination image
  • Philippines
  • Narrative analysis