publication . Preprint . 2013

Implications for Utilizing YouTube based Community Interactions for Destination Marketing

Sambhanthan, Arunasalam; Thelijjagoda, Samantha; Tan, Joseph;
Open Access English
  • Published: 22 May 2013
In recent time, YouTube has evolved into a powerful medium for social interaction. Utilizing YouTube for enhancing marketing endeavors is a strategy practiced by marketing professionals across several industries. This paper rationalizes on the different ways and means of leveraging YouTube-based platforms for effective destination marketing by the hospitality industry (hotels). More specifically, the typology of virtual communities is adapted to evaluate the YouTube platform for effective destination marketing. Comments made by YouTube users have been subjected to a content analysis and the results are reported here under the five broad clusters of virtual commu...
free text keywords: Computer Science - Computers and Society, Computer Science - Human-Computer Interaction
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