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.
Original language | English |
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Title of host publication | Destination Management and Marketing : Breakthroughs in Research and Practice |
Number of pages | 19 |
Volume | 2-2 |
Publisher | IGI global |
Publication date | 6 Mar 2020 |
Pages | 1151-1169 |
Chapter | 65 |
ISBN (Print) | 9781799824695 |
ISBN (Electronic) | 9781799824701 |
DOIs | |
Publication status | Published - 6 Mar 2020 |