Use of YouTube for Destination Marketing in Web 2.0

Determine whether YouTube can be used as a medium for marketing tourist destinations within the context of rapidly emerging Web 2.0 marketing models.

Background

The paper highlights that while there is substantial literature on social media for destination marketing, research specifically examining YouTube-based virtual communities for destination marketing is scarce. This motivates a focused inquiry into YouTube’s role within evolving Web 2.0 marketing paradigms.

To address this gap, the authors adapt the 5Ps typology of virtual communities (Purpose, Place, Platform, Population, Profit Model) and conduct a content analysis of YouTube user comments related to tourism videos. The explicitly stated open question frames the study’s exploration of YouTube’s suitability and potential for destination marketing.

References

Evidently, the use of YouTube as a medium to market tourist destinations remains an open question for exploration in the context of rapidly emerging marketing models using web 2.0.

— Implications for Utilizing YouTube based Community Interactions for Destination Marketing  (1305.5019 - Sambhanthan et al., 2013) in Section 1. INTRODUCTION