Investigation of an Extended Typology for Marketing Destinations with YouTube

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

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

Abstract

This article describes how YouTube has been evolving as an e-tool for marketing activities over the past decade. Utilizing YouTube for enhancing marketing endeavours is a strategy practiced by marketing professionals across a growing number of industries. The research documented in this article investigates virtual community-based destination marketing using an extended conceptualisation of a virtual community typology. A non-participant netnographic investigation of virtual communities through a content analysis has been applied in this article to investigate the research questions. The contribution includes the application of an extended typology of virtual communities to YouTube leading to a number of managerial implications for marketing practice on using YouTube as an effective marketing tool.

Original languageEnglish
Title of host publicationDestination Management and Marketing : Breakthroughs in Research and Practice
Number of pages17
PublisherIGI global
Publication date6 Mar 2020
Pages1134-1150
ISBN (Print)9781799824695, 1799824691
ISBN (Electronic)9781799824701
DOIs
Publication statusPublished - 6 Mar 2020

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