Investigation of an Extended Typology for Marketing Destinations with YouTube-Reference-Cited by-同舟云学术

Investigation of an Extended Typology for Marketing Destinations with YouTube

Published:2020 Issue: Volume: Page:1134-1150
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, Malabe, Sri Lanka

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

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

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.

Publisher

IGI Global

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