scholarly journals YOUTUBE AS A DESTINATION MARKETING TOOL: A Canadian Content Analysis

2021 ◽  
Author(s):  
Carly Sugar
Keyword(s):  
Content Analysis ◽  
Marketing Strategies ◽  
Destination Image ◽  
Analysis Approach ◽  
Destination Marketing ◽  
Clear Indication ◽  
Sample Group ◽  
Coding Schemes ◽  
Lack Of Information ◽  
Marketing Tool

This study investigated the adoption and usage of YouTube as a destination marketing tool amongst Canadian destination marketing organizations [DMOs]. A content analysis approach was employed to analyze a sample group of 1000 videos uploaded by five provinces and three major cities. Two coding schemes were developed in order to classify each video by their content and production. The findings of this study provides insight as to how DMOs are using YouTube to manage their destination image. Results indicate that there are variations between the marketing strategies of DMOs. This could be attributed to the lack of information on how to effectively use YouTube to market travel destinations. This study attempts to bridge these gaps, by providing a clear indication as to what type of content is generating the greatest engagement rate.

scholarly journals YOUTUBE AS A DESTINATION MARKETING TOOL: A Canadian Content Analysis

2021 ◽  
Author(s):  
Carly Sugar
Keyword(s):  
Content Analysis ◽  
Marketing Strategies ◽  
Destination Image ◽  
Analysis Approach ◽  
Destination Marketing ◽  
Clear Indication ◽  
Sample Group ◽  
Coding Schemes ◽  
Lack Of Information ◽  
Marketing Tool

This study investigated the adoption and usage of YouTube as a destination marketing tool amongst Canadian destination marketing organizations [DMOs]. A content analysis approach was employed to analyze a sample group of 1000 videos uploaded by five provinces and three major cities. Two coding schemes were developed in order to classify each video by their content and production. The findings of this study provides insight as to how DMOs are using YouTube to manage their destination image. Results indicate that there are variations between the marketing strategies of DMOs. This could be attributed to the lack of information on how to effectively use YouTube to market travel destinations. This study attempts to bridge these gaps, by providing a clear indication as to what type of content is generating the greatest engagement rate.

Perception of Inbound Tour Operators of India Towards Marketing Strategies of Ministry of Tourism

2019 ◽  
pp. 166-183
Author(s):  
S. S. Boora ◽  
Kusum ◽  
Megha Gupta
Keyword(s):  
Local Level ◽  
Marketing Strategies ◽  
Destination Image ◽  
Destination Marketing ◽  
Global Level ◽  
Tourist Destination ◽  
Planning Stage ◽  
Tourism Product ◽  
Key Stakeholders

With the increase in travel frequency at global level, destinations compete with each other to attract tourists. The tourists have a vast array of destinations to choose from. The destinations compete at global as well as regional level. These developments in tourism bring forth the importance of marketing for a destination. The destination marketing is generally undertaken by destination marketing organizations (DMOs) which operate at national, regional as well as local level in a country. In context of India, MOT (Ministry of Tourism, Government of India) undertakes the role of a DMO and is responsible for formulation and implementation of marketing strategies to promote India as a destination at global level. Further, it is imperative to understand the perception of other stakeholder about the marketing strategies of MOT in order to recognize the effectiveness of its marketing efforts. Being co-creator of destination image, inbound tour operators are considered as the key stakeholders at the destination. The objective of this chapter is to understand the perception Indian inbound tour operators towards the marketing strategies carried out by MOT. The data for the study was collected through structured questionnaire. The findings of the study indicated that inbound tour operators perceived marketing plans adopted by Ministry of tourism were effective to position India as a tourist destination at global level. At planning stage of strategy making for promoting India as tourist destination, MOT does not seek the opinion of inbound tour operators. It is suggested that MOT should involve inbound tour operators for drawing the marketing strategies for India as they are key seller for the tourism product.

Projected Versus Perceived Destination Image

2020 ◽  
Vol 25 (2) ◽  
pp. 227-237 ◽  
Author(s):  
Berta Ferrer-Rosell ◽  
Estela Marine-Roig
Keyword(s):  
Content Analysis ◽  
Compositional Analysis ◽  
Destination Image ◽  
Destination Marketing ◽  
Or Management ◽  
Projected Image ◽  
Quantitative Content ◽  
Online Travel Reviews ◽  
Image Component ◽  
Online Travel

Due to the spectacular growth of traveler-generated content (TGC), researchers are using TGC as a source of data to analyze the image of destinations as perceived by tourists. In order to analyze a destination's projected image, researchers typically look to websites from destination marketing or management organizations (DMOs). The objective of this study is to calculate the gap between the projected and perceived images of Barcelona, Catalonia, in 2017, using Gartner's classification and applying compositional analysis. The official online press dossier is used as an induced source, the Lonely Planet guidebook as an autonomous source, and a collection of more than 70,000 online travel reviews hosted on TripAdvisor as an organic source. In addition to quantitative content analysis, this study undertakes two thematic analyses: the masterworks of architect Gaudi recognized as UNESCO WHS as part of the cognitive image component and feeling-related keywords as part of the affective image component. The results reveal strong differences between the induced and organic sources, but much smaller differences between the autonomous and organic sources. These results can be useful for DMOs to optimize promotion and supply.

scholarly journals Perceived Sustainable Destination Image: Implications for Marketing Strategies in Europe

2019 ◽  
Vol 11 (22) ◽  
pp. 6466 ◽  
Author(s):  
Arminda Almeida-Santana ◽  
Sergio Moreno-Gil
Keyword(s):  
Sustainable Management ◽  
Cultural Background ◽  
Marketing Strategies ◽  
Destination Image ◽  
Destination Marketing ◽  
Behavioral Characteristics ◽  
Sociodemographic Characteristics ◽  
Logit Analysis ◽  
Tourism Activity

There is currently a growing concern about the consequences of tourism activity on the environment. In this regards, sustainable management is understood as a key element that can help destination marketing organizations (DMOs) to improve a tourist destination’s competitiveness. This study provides some clues about the best way to develop the image and branding of a destination using the concept of sustainable image. Through an analysis of 28,947 tourists from 18 European countries, this paper studies what sociodemographic, cultural, and behavioral characteristics of tourists influence their perception of sustainable destination. The results of the binomial logit analysis show that destination primary and secondary images, motivations, cultural background of tourists, and sociodemographic characteristics are determinant factors explaining the perception of sustainable destination image (SDI). Thus, the fundamental role of segmentation to positioning a destination as a sustainable destination is suggested. The study provides interesting recommendations for DMOs in order to be able to design better marketing strategies focused on destination image.

scholarly journals Investigation of an Extended Typology for Marketing Destinations with YouTube

2020 ◽  
pp. 1134-1150
Author(s):  
Arunasalam Sambhanthan ◽  
Samantha Thelijjagoda ◽  
Alice Good ◽  
Ada Scupola
Keyword(s):  
Content Analysis ◽  
Virtual Communities ◽  
Virtual Community ◽  
Destination Marketing ◽  
Community Based ◽  
Marketing Practice ◽  
Managerial Implications ◽  
Marketing Activities ◽  
Research Questions ◽  
Marketing Tool

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.

A SHORT ABSTRACT: TRAVEL DESTINATION IMAGE CHANGE ANALYSIS WITH PYTHON AND CONTENT ANALYSIS

2020 ◽  
Vol 2020 ◽  
pp. 1489-1489
Author(s):  
Huang Li ◽  
◽  
Jerome Yen ◽  
Matthew Tingchi Liu ◽  
Ziying Mo
Keyword(s):  
Content Analysis ◽  
Destination Image ◽  
Change Analysis ◽  
Travel Destination

Island tourism: Participation behavior of tourists

2020 ◽  
Vol 48 (5) ◽  
pp. 1-11
Author(s):  
Hsiao-Ming Chang ◽  
Ching-Hui Lin
Keyword(s):  
Service Quality ◽  
Information Sources ◽  
Perceived Value ◽  
Behavioral Model ◽  
Positive Influence ◽  
Marketing Strategies ◽  
Destination Image ◽  
Travel Information ◽  
Quality Perceptions ◽  
Intention To Revisit

There is a lack of empirical research on tourists' participation behavior in island tourism. Therefore, we developed a behavioral model of this type of participation, including the variables of travel information sources, destination image, service quality, satisfaction, and perceived value. We adopted convenience sampling to survey 430 tourists who had participated in marine recreational activities while visiting Jibei Island in Penghu, Taiwan. The results of partial least squares analysis show that travel information sources affected the island's image and the service quality perceptions of tourists; and the island's image, service quality, satisfaction, and perceived value had a positive influence on tourists' behavioral intention to revisit the island and recommend it as a travel destination to family and friends. Our findings provide a reference for island tourism operators to formulate marketing strategies.

scholarly journals Examining Perceived and Projected Destination Image: A Social Media Content Analysis

2021 ◽  
Vol 13 (6) ◽  
pp. 3354
Author(s):  
Wei Sun ◽  
Shoulian Tang ◽  
Fang Liu
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Destination Image ◽  
Media Content ◽  
Media Content Analysis ◽  
Poor Understanding ◽  
Practical Implications

Destination image has been extensively studied in tourism and marketing, but the questions surrounding the discrepancy between the projected (perceptions from the National Tourism Organizations) and perceived destination image (perceptions from tourists) as well as how the discrepancy may influence sustainable experience remain unclear. Poor understanding of the discrepancy may cause tourist confusion and misuse of resources. The aim of this study is to empirically investigate if the perceived (by tourists) and projected (by NTOs) destination image are significantly different in both cognitive and affective aspects. Through a comprehensive social media content analysis of the NTO-generated and tourist-generated-contents (TGC), the current study identifies numerous gaps between the projected and perceived destination image, which offers some important theoretical and practical implications on destination management and marketing.

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