Virtual community based destination marketing with youtube: Investigation of a typology

Arunasalam Sambhanthan; Samantha Thelijjagoda; Alice Good; Ada Scupola

doi:10.4018/978-1-7998-2469-5.ch065

Virtual community based destination marketing with youtube: Investigation of a typology

Arunasalam Sambhanthan^*, Samantha Thelijjagoda, Alice Good, Ada Scupola

^*Corresponding author

Publikation: Bidrag til bog/antologi/rapport › Bidrag til bog/antologi › Forskning › peer review

Abstract

YouTube has now evolved into a powerful medium for social interaction. Utilizing YouTube for enhancing marketing endeavours is a strategy practiced by marketing professionals across several industries. This paper rationalizes on the different strategies of leveraging YouTube-based platforms for effective destination marketing by the hospitality industry (hotels) and provides insights on the critical drivers and challenges embedded within YouTube-based community interactions for destination marketing. The comments made by YouTube users have been subjected to a content analysis and the results are reported under the five broad clusters of virtual communities. More broadly, the typology of virtual communities is adapted to evaluate the YouTube platform for effective destination marketing.

Originalsprog	Engelsk
Titel	Destination Management and Marketing : Breakthroughs in Research and Practice
Antal sider	19
Vol/bind	2-2
Forlag	IGI global
Publikationsdato	6 mar. 2020
Sider	1151-1169
Kapitel	65
ISBN (Trykt)	9781799824695
ISBN (Elektronisk)	9781799824701
DOI	https://doi.org/10.4018/978-1-7998-2469-5.ch065
Status	Udgivet - 6 mar. 2020

Link til dokument

10.4018/978-1-7998-2469-5.ch065

Citer dette

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Virtual community based destination marketing with youtube: Investigation of a typology. / Sambhanthan, Arunasalam; Thelijjagoda, Samantha; Good, Alice et al.
Destination Management and Marketing: Breakthroughs in Research and Practice. Bind 2-2 IGI global, 2020. s. 1151-1169.

Publikation: Bidrag til bog/antologi/rapport › Bidrag til bog/antologi › Forskning › peer review

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