Virtual Community Based Destination Marketing with YouTube-Reference-Cited by-同舟云学术

Virtual Community Based Destination Marketing with YouTube

Published:2020 Issue: Volume: Page:1151-1169
ISSN:
Container-title:Destination Management and Marketing
language:
Short-container-title:

Author:

Sambhanthan Arunasalam¹,Thelijjagoda Samantha²,Good Alice³,Scupola Ada⁴

Affiliation:

1. School of Information Systems, Curtin Business School, Curtin University, Perth, Australia

2. Sri Lanka Institute of Information Technology, Colombo, Sri Lanka

3. Department of Computing, University of Portsmouth, Portsmouth, UK

4. Department of Communication, Business and Information Technologies, Roskilde University, Roskilde, Denmark

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.

Publisher

IGI Global

Reference47 articles.

1. Network Topologies and Virtual Place

2. Intentional social action in virtual communities

3. Bonifacio, L.T. (2015). Destination Marketing Organisations’ Stakeholders and Best Practices [Undergraduate Thesis]. University of Arkansas.

4. Burnett, G. (2000). Information Exchange in Virtual Communities: A Typology. Information Research, 5(4).

5. Burnett, G. & Buerkle, H. (2006), Information Exchange in Virtual Communities: A Comparative Study. Journal of Computer Mediated Communication, 9(2).

Cited by 2 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. How Travel Vlogs on YouTube Influence Consumer Travel Behavior in Indonesia: Empirical Evidence from fsQCA;2022 IEEE 23rd International Conference on Information Reuse and Integration for Data Science (IRI);2022-08

2. Robots, artificial intelligence, and service automation (RAISA) in hospitality: sentiment analysis of YouTube streaming data;Electronic Markets;2022-01-19