TY - JOUR
T1 - Virtual community based destination marketing with YouTube
T2 - investigation of a typology
AU - Sambhanthan, Arunasalam
AU - Thelijjagoda, Samantha
AU - Good, Alice
AU - Scupola, Ada
PY - 2016/1/1
Y1 - 2016/1/1
N2 - 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.
AB - 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.
KW - YouTube
KW - destination marketing
KW - virtual communities
KW - interaction design
KW - tourism
UR - http://www.scopus.com/inward/record.url?scp=85016427371&partnerID=8YFLogxK
U2 - 10.4018/IJWP.2016010103
DO - 10.4018/IJWP.2016010103
M3 - Article
AN - SCOPUS:85016427371
SN - 1938-0194
VL - 8
SP - 32
EP - 49
JO - International Journal of Web Portals
JF - International Journal of Web Portals
IS - 1
ER -