YouTube usage by Spanish tourist destinations as a tool to communicate their identities and brands
- 147 Downloads
Videos are influential image creators and video-sharing sites like YouTube offer new opportunities to DMOs to communicate the identity and the brand of the destinations they represent. The aim of this article was to gain an insight into how Spanish DMOs use YouTube to communicate their promotional videos and to study whether these videos communicate brands through two main elements: attraction factors and emotional values. The research methodology combined an analysis of two important communicative variables of the official YouTube channels (interactivity and visibility) of the analysed destinations with a content analysis of the last 25 videos uploaded to those channels by the DMOs. On the one hand, results showed that the usage of YouTube by Spanish tourist destinations was widespread but with some limitations. The contents of the videos were mainly informative, and this helped to communicate attraction factors rather than emotional values. On the other hand, the presence of brand values is usually related to good results in terms of visibility and interactivity. The article contributes to good practices and recommendations to communicate territories’ brands via YouTube.
KeywordsYouTube promotional videos destination brands destination management organizations emotional values
This work was supported by Spain’s Ministry of Economy and Competitiveness (Grant id.: CSO2012-34824 “Uso e influencia de los social media y la comunicación 2.0 en la toma de decisiones turísticas y en la imagen de marca de los destinos”).
- Alexa Index. (2014)The top 500 sites on the web, http://www.alexa.com/topsites, accessed 5 April 7 2015.
- Anholt, S. (2016) Places: Identity, Image and Reputation. Berlin: Springer.Google Scholar
- Bigné, E.J., M.I. Sánchez-García and Sanz-Blas, S. (2009) The functional-psychological continuum in the cognitive image of a destination. A confirmatory analysis. Tourism Management 30 (5): 715–723.Google Scholar
- Dinhopl, A. and Gretzel, U. (2015) Changing practices/new technologies: Photos and videos on vacation. In: L. Tussyadiah and A. Inversini (Eds.) Information and Communication Technologies in Tourism 2015. Vienna: Springer, pp. 777–788.Google Scholar
- Echtner, C.M. and Ritchie, J.R.B. (2003) The meaning and measurement of destination image. Journal of Tourism Studies 14 (37–48): 1.Google Scholar
- FEMP, TourSpain (eds) (2008) Modelos de gestión turística local: Principios y prácticas. Federación Española de Municipios y Provincias, Secretaría General de Turismo, Madrid, Spain.Google Scholar
- Huertas, A. (2014) La comunicación de los territorios, los destinos y sus marcas. Guía práctica de aplicación desde las relaciones públicas. Barcelona: DIRCOM-UOC.Google Scholar
- Huertas, A. and Mariné-Roig, E. (2015) Destination brand communication through the social media: What contents trigger most reactions of users? In: L. Tussyadiah and A. Inversini (eds.) Information and Communication Technologies in Tourism 2015. Vienna: Springer, pp. 295–308.Google Scholar
- Krippendorff, K. (2004) Content analysis: An introduction to its methodology. London: Sage.Google Scholar
- Michaelidou, N., Siamagka, N.-T., Moraes, C. and Micevski, M. (2013) Do Marketers use visual representations of destinations that tourists value? Comparing visitors’ image of a destination with Marketer-controlled images online. Journal of Travel Research 52 (789–804): 6.Google Scholar
- Morgan, N., and Pritchard, A. (1998) Tourism promotion and power: Creating images, creating identities. John Wiley & Sons Ltd.Google Scholar