The Use of YouTube as a Tourism Marketing Tool
The Use of YouTube as a Tourism Marketing Tool
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使用 YouTube 作为旅游营销工具
DOI：
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
B. Hay
中科院分区：
文献类型：
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作者：
Sofía Reino;B. Hay
YouTube最初是一个社交媒体工具，但现在正在演变成一个营销传播工具。本文的目的是从旅游组织和游客的角度调查YouTube作为旅游营销工具的使用。从游客如何识别图像的角度发展其理论基础，对YouTube上320个欧洲旅游视频的审查得出结论，许多组织未能理解为传统营销渠道（电视，电影）制作的媒体不能直接转移到YouTube。这项研究还突出表明，个人消费者在旅游营销方面的力量日益增强，这反映在由真实的游客而不是官方旅游组织制作的旅游录像占主导地位。该研究得出结论认为，虽然YouTube作为宣传/通信工具是有用的，但需要进行更多的研究，以了解YouTube一代如何在旅行计划中过滤、选择和使用旅游信息。的
YouTube started as a social media tool, but is now evolving into a marketing communications tool. The aim of this paper is to investigate the use of YouTube as a tourism-marketing tool from the viewpoint of tourism organizations and tourists. Developing its theoretical base from the perspective on how tourists recognize images, a review of 320 European tourism videos on YouTube concluded that many organizations failed to understand that media produced for traditional marketing outlets (TV, cinema) cannot be transferred directly to YouTube. The study also highlighted the growing power of the individual consumer in tourism marketing, as reflected in the dominance of tourism videos produced by real tourists rather than by official tourism organizations. The study concluded that while YouTube was useful as a promotional/ communications tool, more research is required to understand how the YouTube generation filter, select and use tourism information in their trip planning. The