| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

Show document

Title:Marketing destinacij na YouTubu - znamčenje in zgodbarjenje
Authors:Alegro, Tjaša (Author)
Turnšek, Maja (Mentor) More about this mentor... New window
Files:.pdf MAG_Alegro_Tjasa_2018.pdf (2,01 MB)
 
Language:Slovenian
Work type:Master's thesis/paper (mb22)
Organization:FT - Faculty of Tourism
Abstract:V zadnjih letih različna socialna omrežja pomembno dopolnjujejo tradicionalne oblike marketinških kanalov turistične promocije. YouTube velja za enega izmed najvplivnejših socialnih medijev in podpira tudi vizualno vsebino, ki lahko pozitivno vpliva na ustvarjanje podobe destinacije in odnosa do blagovne znamke. S kvalitativno analizo promocijskih videov destinacijskih menedžmentskih organizacij, ki so bili deljeni na YouTubu, smo želeli ugotoviti, kakšni tipi zgodb se pojavljajo v videih in kakšna je rdeča nit njihove vizualne predstavitve. Ugotovili smo, da videoposnetki v večini prikazujejo kolaže destinacije in da je sosledje dogodkov prisotno le v manjši meri. Prav tako v želji po prikazu celotne destinacije vsi poudarjajo enake vizualne podobe in ne prispevajo k diferenciaciji blagovne znamke destinacije. V nadaljevanju smo s pomočjo kvantitativne analize ugotovili, da se kljub kolažu v visoki meri pojavljajo zgodbarski elementi, predvsem različni liki, vlogo konflikta v promocijskih videih pa prevzema humor, ki skoraj ni prisoten. Kljub pogosti prisotnosti sloganov, ki podpirajo blagovno znamko, zaradi njihove generičnosti ti ne pripomorejo k diferenciaciji destinacije. Prav tako smo ugotovili, da aktivnost destinacijskih menedžmentskih organizacij na YouTubu ne vpliva na večjo priljubljenost videa, vendar pa priljubljenost kanala posamezne destinacijske menedžmentske organizacije vpliva na priljubljenost videa v obliki števila ogledov, »všečkov« in komentarjev. V prihodnje se morajo destinacije bolj usmeriti v znamčenje, zgodbarjenje in specializiranost, da bodo uspešneje dosegle diferenciacijo destinacije.
Keywords:marketing destinacij, znamčenje, zgodbarjenje, socialni mediji, YouTube
Year of publishing:2018
Source:Maribor
UDC:338.48-44:339.138(043.2)
COBISS_ID:2048269907  Link is opened in a new window
NUK URN:URN:SI:UM:DK:D9BBCBXC
License:CC BY-NC-ND 4.0
This work is available under this license: Creative Commons Attribution Non-Commercial No Derivatives 4.0 International
Views:300
Downloads:76
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:Misc.
:
  
Average score:(0 votes)
Your score:Voting is allowed only for logged in users.
Share:AddThis
AddThis uses cookies that require your consent. Edit consent...

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Secondary language

Language:English
Title:Destination marketing on YouTube - branding and storytelling
Abstract:In the last years, various social networks supplement traditional forms of marketing channels for tourist promotion importantly. YouTube is believed as one of the most influential social media and supports visual contents also. The latter can positively influence the creativity of the image of destination and relationship with the brand. By means of qualitative analysis of promotional videos of DMOs which were shared on YouTube, we wished to ascertain what types of stories occur in the videos and what their leitmotif of the visual presentation is. We ascertained that videos mostly show collages of destination and that the sequence of events is present only to a lesser extent. Wishing to show the entire destination, everybody point out the same visual images and do not contribute to the differentiation of the brand of the destination. Furthermore, we ascertained by means of the quantitative analysis that in spite of the collage, storytelling elements appear to a great extent, mostly various characters. The role of the conflict in the promotional videos is taken over by humor which is almost inexistent. In spite of commonly presented slogans which support the brand because of their generic nature, they do not contribute to the differentiation of destination. We also ascertained that the activity of DMOs on YouTube does not influence the greater popularity of the video. However, the popularity of the DMO channel influences the popularity of the video in the form of the number of views, likes, and comments. In the future, the destinations will have to focus on branding, storytelling, and specialization in order for them to reach the differentiation of the destination more successfully.
Keywords:marketing of destinations, branding, storytelling, social media, YouTube


Comments

Leave comment

You have to log in to leave a comment.

Comments (0)
0 - 0 / 0
 
There are no comments!

Back
Logos of partners University of Maribor University of Ljubljana University of Primorska University of Nova Gorica